Our client, a local blood cancer charity, well known in Gloucestershire for its emotional and financial support for local people diagnosed with blood cancer, approached us to launch their brand new ‘Re-loved’ collection – Cheltenham’s first-of-its-kind upcycling initiative transforming damaged clothing and accessories into stylish, reimagined pieces. With sustainability and environmental responsibility at the heart of the charity’s values, Linc saw an opportunity to keep more garments out of landfill while raising vital funds and awareness for local blood cancer patients.
With extensive PR experience across regional press, digital and broadcast media, we set out to deliver a standout regional press campaign that would position Re-loved as an innovative, community-driven solution to fashion waste, while amplifying Linc’s charitable mission.
Using our strong regional media contacts, pitching expertise and press writing skills, we secured coverage across key local and regional titles, highlighting the campaign’s environmental impact, volunteer involvement, and the tangible benefits for local people affected by blood cancer.
The campaign focused on establishing Re-loved as a “first-of-its-kind” initiative for Cheltenham, generating excitement, encouraging donations, and driving footfall to the charity’s store.
