IT'S A WRAP! The

Wear a bathrobe for a good cause - that’s the motto of the #BathrobeChallenge which was initiated by CmiA and started on 30 August with a party in Berlin. The idea of posting selfies in bathrobes and challenging others to do the same spread through the social media networks until now, reaching almost 5 million people.
The campaign was an all around success: a wide network of CmiA partners got on board, wore their bathrobes and nominated others to follow suit - among them NGOs such as Welthungerhilfe, WWF, Care, NABU as well as retailers like OTTO, Hiitu and Tchibo next to CmiA ambassadors Laura Chaplin and Motsi Mabuse and several celebrities and influencers.