This amazing video showed up on our Facebook page from the innovative, creative, wonderful people at Kids Included Together® (KIT). Their fashion show quickly became known around here as "the best love letter we've ever received." What prompted such a well-orchestrated event? We reached out via Twitter to learn more. In minutes, we were on the phone with Torrie Dunlap, CEO:
"We buy a lot of clothes from you guys and we're this tiny group of women! Actually, the idea came to me...I was thinking about your customers who are wearing your clothes in offices, credit unions, that sort of thing. And here we just sent a trainer to Italy and Bahrain. We've been to 9 countries and are in 39 states. People are always asking, 'Where'd you get your shirts?' We all feel like we're a part of your marketing team!
We let everyone order their favorite styles and colors. Our logo is what pulls us all together. Every time a box arrives, it's a big event: 'Oh, let me see that - I need to get that shirt, too...' Why not put on a fashion show to let Lands' End know how great we look!"
Torrie's creative team knew the video would be all sorts of fun and it might help build brand recognition. See, KIT's noble work involves training caregivers, on all levels, how to help kids with disabilities feel welcome in their communities. The catchphrase is "inclusion," which can be a tough word for most to understand. She explains:
"Our work is transformational for kids of different abilities, their parents, caregivers and broader communities. We change people's perceptions and attitudes. It's empowering work. We show people what they thought was impossible is certainly possible.
We need to do whatever we can to let people know what we do; help them understand how we support kids with disabilities."
Inclusion can be a hard concept for her team and board members to communicate at times, so Torrie ordered up a little light reading. "We gave everyone this book and a beach towel, inviting them to take it along to the beach or poolside. It was a great gift with a purpose."