Most holiday campaigns approach the season as a time for people to reunite, rejoice and be merry amongst family and friends. But for the millions of people suffering from loneliness worldwide, holiday “cheer” can look quite bleak, overwhelming and lonesome. 

While most consumer companies were focused on drawing attention to their top deals and bestselling products on Black Friday in November 2021, Pure Waste, a Finnish clothing company, used the opportunity to draw support for those who were struggling during the holidays and otherwise. The Helsinki-based supplier of yarn, fabrics and clothing made from 100-percent recycled cotton partnered with HelsinkiMissio, a nonprofit with a mission to fight against loneliness, which it describes as “urban poverty,” in Finland. Instead of featuring products, Pure Waste replaced all product photos with a call to action for web visitors to “buy” a friend for the lonely by donating to HelsinkiMissio’s services. This was the first time Pure Waste participated in a Black Friday campaign, the company stated in a recent Instagram post, since its inception in 2013.

“Black Friday is known as the biggest commercial event, but for lonely people, it can actually be the darkest day of the year,” said Tuula Colliander, HelsinkiMissio’s executive director, in a statement. “This is why we wanted to shed light on this issue precisely today. We hope that together with Pure Waste, we’re able to raise awareness on the issue and furthermore help lonely people.”

According to HelsinkiMissio, nearly 14 percent of Finland’s population suffers from constant loneliness, which permeates all age groups. (Loneliness is also a major problem in the U.S., according to a report from health insurance provider Cigna. Its study of more than 10,000 adult workers, published in January 2020, before the further-isolating pandemic, found that 63 percent of American men and 58 percent of women are lonely.) HelsinkiMissio works to combat loneliness through coordinated volunteering and no-cost professional help.

The “Friend for Sale” campaign was developed by creative agency TBWA\Helsinki and featured photos of each “friend” in a designated section of the Pure Waste website. Each image featured the friend holding hands with someone pictured off-camera, with a red heart graphic shown underneath the image.

Using the holidays as an opportunity to connect with its customers, especially regarding an issue that affects a high percentage of people, Pure Waste positioned itself not only as an eco-conscious brand concerned about the environment, but one that’s also invested in the happiness of those who wear and use its products. Partnering with social organizations, connecting end users to resources and creating immersive brand experiences serve to raise awareness, while also connecting brands to positive—and genuine—community action.

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Renda is an associate editor at PPAI.