ABOUT

The concept behind this campaign came from a general lack of knowledge about how and where our clothes are made. Many consumers are unaware that their favourite retailers may be purchasing cotton from factories that use girls that have been trafficked. I decided to portray this concept through care labels, as I found through my research many people were unaware of where their clothes had been made and the process that had taken place before it was sold.
The social media campaign included the poster images and also encouraged followers to upload pictures of them wearing their favourite cotton item of clothing including the hashtag #I want to know. The aim was for it to become an online petition, which could then be taken to retailers to put pressure on them to find out where their cotton is coming from and eventually to be able to say to their customers that their cotton is 100% traffic free.
This campaign was chosen by the client as the overall winner at the end of year show.