The brief

Pead partnered with Mindful Fashion New Zealand to support its mission of building a sustainable future for Aotearoa’s fashion, clothing, and textiles industry. In 2023, Mindful Fashion engaged EY to produce a landmark report, Threads of Tomorrow, highlighting the sector’s $7.8 billion contribution to the economy, its 1.9% share of GDP, and its role as a major employer of women (78% of the workforce). The report outlined four action areas and 15 recommendations to drive the industry forward.

To amplify the impact of the report’s release, Pead implemented a strategic media relations campaign. We identified key statistics and crafted a compelling media release that connected the data to Mindful Fashion’s broader mission. In the lead-up to the launch, we engaged relevant government ministers and secured high-impact media opportunities including exclusive coverage with VIVA, interviews on The AM Show, RNZ, and Newstalk ZB, and evening news coverage. The campaign generated 27 pieces of earned media, 36 social media features, and reached a combined audience of over 16 million. The media attention prompted Minister Andrew Bayly to respond publicly and engage directly with Mindful Fashion NZ—an outcome that continues to open doors for further government collaboration.