Texxie Textiel: a nationwide textile collection campaign for King’s Day
King’s Day is the perfect moment for clothing to get a second chance. At street markets across the Netherlands, many items of clothing find a new owner. But anything that is not sold is still too often left on the street or thrown away with general waste, even though much of it can still be reused or recycled.
What was the challenge?
For Stichting UPV Textiel, The Terrace developed the overarching Texxie Textiel campaign to make it clear to consumers that used textiles do not belong in general waste, but in a textile collection bin. Within this campaign, King’s Day was a specific activation moment: an opportunity to reach people at the exact point when they are sorting, buying, selling and clearing out clothing, and remind them that unsold textiles belong in the textile bin.
The challenge was to reduce a complex message to one simple and motivating call to action: If you cannot sell it, pass it on or take it to a textile collection bin. Or, as Texxie would say: don’t dump it, drop it.
With eye-catching orange campaign materials across multiple channels, street promotion teams, radio, social media and digital bus shelter advertising, we brought the message to a wide audience. In cities including Arnhem and Amsterdam, promotion teams spoke directly with visitors to the street markets. By engaging people at a moment when they were already thinking about clothing and other belongings, the campaign created space for greater awareness and behaviour change.
What was our role?
For Stichting UPV Textiel, The Terrace developed the overarching Texxie Textiel campaign. As part of this campaign, we created the activation concept and translated it into a clear message, an appropriate tone of voice and recognisable materials for different channels.
We developed the visual and editorial direction for online content, radio, outdoor advertising and street activations, ensuring that the communication remained accessible, practical and easy to act on.
What was the impact?
The King’s Day activation reached millions of people through radio, social media and digital bus shelter advertising. The promotion teams also engaged directly with street market visitors in Arnhem and Amsterdam.
The activation highlighted the importance of textile collection at a highly relevant moment and strengthened the wider Texxie Textiel campaign with a clear, practical message: Niet dumpen, wel droppen.
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