Dr. Beckmann recreates iconic 'Murray Mound' from discarded white clothing
New research shows that Brits throw away 440 million white garments each year. That’s a mound of white clothing big enough to rival the famous Murray Mound being sent to landfill every day in the UK.
Created by Wonderland Comms, the campaign for Dr. Beckmann, sees a giant mound of discarded white clothing appear on London’s South Bank, as tennis whites take centre stage.
Fronted by Judy Murray, the 5m high ‘Murray Mound’ spotlights the scale of the UK’s textile waste and encourages Brits to keep white clothing in play for longer.
Research commissioned by Dr. Beckmann and circular clothing experts, Reskinned, revealed white is officially the UK’s favourite colourway to wear in the summer, but also one of the most likely to be thrown away.
Brits admit to discarding an average of eight white clothing items per person each year, equating to an estimated 440,178,024 white garments annually across the UK, with staining, dulling and discolouration driving much of the problem.
David Shaw, managing director at Dr. Beckmann UK&I, the creators of Glowhite, which helps to prevent greying and dullness, said: “White clothing is being thrown away at a scale most people can't picture and most of it is preventable.
“Our mission is to help consumers care better, waste less and keep their whites in play for longer, we have the tools to remedy this, but the problem is habit. Nobody has given people a compelling reason to think differently. We needed to make the invisible visible with a campaign moment big enough to make the nation stop and think.”
The campaign, created by Wonderland Comms, was supported by experiential agency Mad River with insight provided by Reskinned and research conducted by OnePoll.
