The “Swap Not Shop – Black Friday Takeover”, organised by GrowUnited e.V., took place on 28–29 November 2025in Frankfurt, Germany, as a public campaign promoting conscious consumption and practical alternatives to Black Friday shopping. The activity targeted local youth and the wider public, engaging participants in direct dialogue and community-based action around sustainable fashion and overconsumption.
Preparation began with an online planning meeting held three weeks before the action days, bringing together Movers & Shakers and alliance partners to jointly define objectives, messages, and the overall action plan. Campaign materials were co-created, including a flyer designed by a Mover & Shaker with a background in graphic design, centered around the clear and accessible slogan “Swap, Not Shop.” Promotion was carried out through social media channels and targeted outreach via private WhatsApp groups to encourage participation.
On 28 November, Movers & Shakers brought the campaign to the streets of Frankfurt during Black Friday, engaging passers-by and shoppers in one-on-one conversations about conscious consumerism and the environmental and social impacts of overconsumption. Flyers were distributed, inviting people to take part in the clothing swap event on the following day. On 29 November, the campaign continued at the GrowUnited office in Frankfurt city center, where a clothing swap event created a welcoming space for exchange, informal discussion, and community learning. Over 40 participants attended the swap, and numerous clothing items were successfully exchanged.