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The Human Rights Foundation hijacked Yeezy ads to boost awareness of forced labor in China by Uncomfortable Truth campaign If you were in New York this week, you no doubt saw posters, newspaper ads, and projections plastering the streets, showcasing a light blue puffer jacket, isolated against a white backdrop with nothing but a QR code to accompany it. A self-assertive announcement of the arrival of the first item in the collaboration between Kanye West’s Yeezy brand and Gap. As with all things Kanye, it generated a lot of attention. The Human Rights Foundation (HRF) was quick to turn into awareness over one of the biggest issues facing virtually the entire fashion industry today – Uyghur forced labour and Turkic Muslim labor. To raise public awareness of these conditions and help consumers think more critically about what goes into their wardrobe, HRF worked with ad agency TAXI to create a reactive marketing campaign ‘Uncomfortable Truth’ that would turn a captive audience into help for those in captivity.