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Oxfam Marks & Spencer

M&S partners with Oxfam to launch Shwopping campaign


By Jennifer Faull, Deputy Editor

February 17, 2013 | 2 min read

Marks & Spencer and Oxfam have launched a campaign asking women to Shwop their old or unwanted bras in M&S to support women in west Africa.

Shwopping is Marks & Spencer’s clothes recycling initiative where customers can donate any item of clothing, of any brand, to be re-used, resold or recycled. Launched by ambassador Joanna Lumley, so far over 2.8 million items have been Swhopped, raising over 1.8 million pounds.

M&S revealed the campaign post-Valentine’s Day, asking women to donate a bra that “a well-meaning partner gave you for Valentine’s Day last year that just isn’t ‘you’, that is hidden from sight because it no longer fits, or the colour has faded.”

To encourage donations and drive social media activity, those who Shwop are being offered the chance to win a new set of M&S underwear. Entrants have been asked to take a picture of themselves Shwopping an old or unwanted bra in one of M&S’s Shwop drop boxes in store, and tweet it with the hashtag #BraShwop to @shwopping

The competition is open from Friday 15 February until 9am on Monday 25 February.

Oxfam Marks & Spencer

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