Instagram Campaign – “1 Less Cup of Coffee”
Client / Initiative
Twilling tweeds is an independent studio that aims on bridging craft ecologies across borders. It is working with Mahraka – a non-profit centre supporting Chitrali women artisans in Northern Pakistan.
Twilling tweeds is an independent studio that aims on bridging craft ecologies across borders. It is working with Mahraka – a non-profit centre supporting Chitrali women artisans in Northern Pakistan.
Role
Concept development, illustration, animation, post design, and feed curation.
Concept development, illustration, animation, post design, and feed curation.
Campaign Overview
“1 Less Cup of Coffee” started as a rough sketch for a tote bag and evolved into a mini social media campaign launched on Women’s Day during the pandemic. The goal was to turn a simple, everyday act—skipping one takeaway coffee—into a meaningful donation that supports women in Chitral working at the Mahraka Center.
Concept
The campaign positioned a single cup of coffee as a symbol of choice:
One less cup for you = more raw materials and stable income for a Chitrali woman artisan.
Hand-drawn illustrations and playful copy explained how small contributions could fund raw materials for handmade products, helping women build sustainable livelihoods for themselves.
Outcome
The campaign helped raise funds and awareness for Mahraka’s work while giving the organisation a cohesive, story-driven visual identity on Instagram—built entirely from illustration, motion, and curated documentation of the women it supports.
