China-Origin ★ Changing Rooms Where You "Change Your Life" Even in Poverty

Global apparel brand C&A's unique charity campaign this winter, delivering warmth to Chinese children enduring harsh cold, is generating buzz.

For children in China's impoverished mountain villages, warm clothing is a luxury often out of reach. Meanwhile, in cities during the year-end bargain season, people strut about carrying multiple large shopping bags filled with their haul.

C&A's main target audience is young people who love shopping. The company launched an interactive digital campaign during the peak sale season, when shoppers' enthusiasm peaks, allowing them to donate while enjoying their in-store shopping experience.

The stores featured "special fitting rooms." When customers entered and hung their own clothes on hooks, an LED screen activated, displaying an image of a child sleeping in a simple bed at home. The child appeared warm and peaceful, with only their head visible beneath the hung clothes. But the moment the customer lifted the clothes to try them on, the reality emerged: the child was thinly dressed, curled up and shivering. A machine attached to the fitting room issued coupons showing a discount rate. Customers could use these coupons to donate part or all of the discount amount. C&A matched the total donations collected dollar-for-dollar. Furthermore, through an online mechanism, every time a user agreed to the campaign, C&A donated 2 yuan on their behalf.

Hanging clothes on the fitting room hook displays a child's image. They look warm beneath the clothes.

You can donate part or all of your discount amount during the sale.

Named "Changing Room ―Change Someone’s Life―," this campaign was created by Beijing Dentsu Inc. and CDC China. Immediately after launch, it captured the hearts of young Chinese people, who are less familiar with charity, generating significant buzz. It received extensive media coverage, with approximately 3,000 people participating in donations. Store sales also increased by 22.3% when comparing the three weeks before and after the campaign. Warm clothing and support were delivered to impoverished children in remote mountain areas through charitable organizations.