Problem: How can Cotopaxi connect with local college students, raise awareness about community poverty, and enhance brand visibility?

The "This Is Poverty" campaign aims to raise awareness about local poverty in a way that makes it personal and visible. Using imagery to not only talk about, but show how there is local poverty and how you can help. The campaign’s core message, "Poverty is closer than you think," challenges the misconception that poverty is only a distant issue, showing that it’s happening right in our own communities. Cotopaxi uses this campaign to raise funds for local poverty centers by donating with each product purchase.