what’s it social good campaign : fast fashion | arts ₃₇ 1 fall 201 ₇
what’s it worth? | fast fashion research THE PROBLEM:
Fast Fashion = cheap garments that are produced quickly to keep up with trends. Fast Fashion is the #2 polluting industry in the world, second to the oil industry. Most consumers, specifically women and/or young people trying to keep up with the constantchanging trends, give in to fast fashion instead of quality, ethical companies. Most people do not think about the history behind that article of clothing–they just see a cheap pricetag.
RESEARCH QUESTION:
1. Could a design campaign compell those interested in fast fashion to either spend more money on quality clothing or choose to thrift instead? 2. What’s the true cost of the cheap clothing we buy? 3. It is ethical? 4. If the world was more educated about the process and manufaction of fast fashion, would they still support it?
THE PURPOSE:
Urging for people to be educated on the ethics of fast fashion, and if it is something they want to support. Their action would be to stop supporting large industries that use this method and looking for their clothing in other ways – paying for more upscale or thrifting.
FAST FASHION RESEARCH:
https://www.ecowatch.com/fast-fashion-is-the-seconddirtiest-industry-in-the-world-next-to-big--1882083445. html http://www.npr.org/2016/04/08/473513620/what-happenswhen-fashion-becomes-fast-disposable-and-cheap http://www.greenpeace.org/international/en/news/Blogs/ makingwaves/fast-fashion-drowning-world-fashionrevolution/blog/56222/ http://fashionrevolution.org/resources/ https://wellmadeclothes.com/articles/
what’s it worth? | campaign research THE CAMPAIGN TITLE:
Title Ideas: Ethics > Trends People > Products Sustainable Fashion > Sweatshops #MakeEthicsTrendy What It’s Worth? What’s The Worth? Someone Has to Pay
THE CAMPAIGN CONCEPT:
The idea behind the campaign is to raise awareness of the unethical process of fast fashion, and what they can do to stop it and help the children instead. Most young women are completely unaware of the behind-thescenes production of the clothes they buy. This campaign will create positive change by encouraging these consumers to either thrift, buy from friends, or pay more money for more ethical brands. I’d love to use the concept of guilt tripping them in to realizing their selfish desire for more clothes than they need is negatively affecting someones life across the world. “Instead of buying a shirt you don’t NEED, donate to a child who would’ve made yours.” Raise awareness and create a pop-up notifcation that will come up on your screen whenever you online shop at a fast fashion website. Asks “What’s it worth?” or “Is it worth it?” and directs you to use your money to help the child instead.
THE AUDIENCE:
Age Range: 18-30 year old women Approximate Income: minimum wage jobs through 20,000 a year. Family Situation: Single or newly weds Gender: Female Other Info: Women in countries like the US, UK, and Brazil. This audience is best fit to receive this information, because these women are looking to keep up with the trends seen on social media without paying a ton of money. They have a FOMO of trends, so fast fashion companies will promote these items through the internet to get women to buy clothing they want, not that they need. The elements I have chosen to create will best reach my target audience through the power of social media. I was completely unaware of the dangers of fast fashion, but once I did a little research, it is now something I feel horrible supporting. I hope that by raising awareness to such a hidden issue will stir in the hearts of other girls as well. As for visual elements, I want to focus heavily on photography in this project, showing how thrifting and purchasing clothes from friends and groups like Only Girls LU is more ethical and sustainable than fast fashion. I want to draw attention to the real problem at hand, because most women only see the cheap pricetag. They don’t search deeper.
RESEARCH
http://www.complex.com/style/2013/01/25-advertising-campaigns-that-inspire-social-good/ http://www.adweek.com/creativity/check-out-winners-first-shorty-social-good-awards-174667/ https://www.spredfast.com/social-marketing-blog/3-creative-social-good-campaigns-we-loved-2016 https://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/ http://shortyawards.com/category/6th/social_good_campaign
EXTRA CONCEPTS
Texting & Driving, Sex Trafficking, Mandatory Vaccines, Domestic Abuse, Clean Water, Lack of Foster Parents / Foster Kids with no Families at the Holidays
moodboard
what’s it worth? | logo concepts
AT’S IT WH WHAT’S IT
WORTH?
PE O PLE OVER PRO DUC TS
PE O PLE OVER PRO DUC TS
WHAT’S IT CAMPAIGN
what’s it worth? | visual identity primary mark | organization logo
PEOPLE PRODUCTS secondary marks | campaign logos
WHAT’S IT
what’s it
color palette
typefaces EUROPA-BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
ESSONNES TEXT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Relation Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
what’s it worth? |
| non-traditional campaign elements
| pop up “dressing room�
what’s it worth? |
WHAT’S IT
WHAT’S IT
WHAT’S IT
WHAT’S IT
WHAT’S IT
WHAT’S IT
WHAT’S IT
WHAT’S IT
| informational price tags
| non-traditional campaign elements
PHYSICAL, SEXUAL , AND VERBAL ABUSE?
LACK OF WINDOWS, FIRE EXTINGUISHERS, EMERGENCY EXITS, AND A REAL BATHROOM?
WORKING CONDITIONS WHICH VIOLATE LOCAL AND INTERNATIONAL LABOR LAWS?
72 HOURS OF FORCED LABOR WITH FACTORY DOORS LOCKED?
DEATH BY AGE 15 DUE TO HORRIBLE WORKING CONDITIONS?
EMPLOYEES COMMITTING SUICIDE BY JUMPING OUT OF FACTORY WINDOWS?
A WAGE OF ONE CENT PER HOUR?
7 YEAR OLD GIRLS BEING TAKEN OUT OF SCHOOL TO WORK?
what’s it worth? |
| bus stop advertising
58¢ is the weekly salary a girl in Indonesia received to make your shirt.
72¢
is how much a boy from Bangladesh earned even though he worked 68 hours this week and got beaten 6 times.
PEOPLE PRODUCTS
@WHATSITWORTH
A DAY IN THE LIFE OF A SWEATSHOP WORKER
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PAGE 28
what’s it worth? |
WHAT’S IT A DAY IN THE LIFE OF A SWEATSHOP WORKER When was the last time you complained about your job? The last time I did was this morning. After reading articles about working conditions for sweatshop workers, many of them younger than myself, I realized that I needed to check my privilege and consider what it would be like to work in a sweatshop in a third world country. I’m very fortunate to have a flexible, low-stress summer job that pays a comfortable amount. In fact, a minimum wage job pays more in a week than an average sweatshop worker makes in a year. Living expenses may be lower in some of these countries, but not low enough for this kind of paycheck to be able to cover.
PEOPLE MAGAZINE
||
NOV 2017 ISSUE
Some sweatshop workers are paid as little as one cent per hour, but even worse than the pay are the horrific conditions. In fact, working conditions for 80 percent
of sweatshop workers violate both local and international labor laws. Even in the United States there are over 11,000 sweatshops (as of 2000) that break both overtime and minimum wage laws. Even more violate health and safety conditions. Some employees are forced to work up to 72 hours straight with factory doors locked. It is common for workers to be subjected to physical and sexual abuse. Journalist Raveena Aulahk worked undercover in a Bangladeshi sweatshop to investigate conditions. She was trained by Meem, a 9-yearold factory worker who she first saw sitting “cross-legged on the concrete floor, a tiny, frail figure among piles of collars, cuffs, and other parts of unstitched shirts.” Aulahk revealed that the factory lacked windows, fire extinguishers, emergency exits, and even a real bathroom. After a 12-hour work
day, with only a break for lunch, she described the labor as “back-breaking,” “finger-numbing,” and “rage-inducing.” Girls are taken out of school to work for a few cents an hour in an effort to contribute to their meager family incomes, yet these jobs were still considered valuable to poverty-stricken families like Meem’s. Manufacturing clothing in sweatshops is such a common job for impoverished young girls in Bangladesh that leaving school at age 7 is standard. Nike is one popular company that fails to comply to labor laws. Nike suppliers hire people as young as 7 and force them to work 16 hours, seven days a week for the rest of their lives. In a 16-hour work day employees in Nike sweatshops are only allowed to use the bathroom twice. Reports have shown that many Nike sweatshop workers die by age 15. The supplier also has
a history of factory fires, unpaid wages, forced overtime, and violence toward female workers. Additionally, Nike now refuses to allow the Worker Rights Consortium (WRC) into their factories to inspect conditions. The US Department of Labor also found unethical labor practices in downtown LA, where garments were being produced for companies including Forever 21, TJ Maxx, Marshall’s, Urban Outfitters, and Wet Seal. Employees receive less than minimum wage, and the companies still owe $11 million in back wages to about 11,000 workers. On a daily basis, Indonesian Converse shoe manufacturers are subjected to serious abuse by their supervisors, who throw shoes at workers, slap them in the face, and call them dogs and pigs. Less than half of H&M top tier suppliers have fire ex-
On April 24, 2013, the eight-story, illegally built Rana Plaza garment factory collapsed. The event killed more than 1,100 workers. Some 2,000 were injured, many seriously, and 104 people remain missing. Investigations of the disaster show that the electric generators, located on the top floor, had begun to shake the building, eventually causing the concrete structure to give way. Garment workers who’d fled the tremors the day before the collapse were ordered back to work.
| magazine sprea d
“A MINIMUM WAGE JOB PAYS MORE IN ONE WEEK THAN AN AVERAGE SWEATSHOP WORKER TYPICALLY MAKES IN ONE YEAR.”
its, yet the manufacturers still refuse to make renovations, even after a factory fire killed 21 employees. Garment workers aren’t the only ones suffering from corporate negligence. After 18 people killed themselves by jumping out of factory windows, Apple sweatshops covered exits with suicide nets to prevent future suicides. While an iPhone is basically a prerequisite
for socialization for many American millennials, the workers who produce them would have to work months to be able to afford one. If you’re a broke college girl like me, you know how satisfying it is to find a pair of sandals on sale for $10 at Forever 21. Deals like this sound great, but what is the real cost of that pair of shoes? A study showed that doubling
the salary of all sweatshop workers would only raise the cost of an item by less than 2 percent, but I would be willing to pay double to ensure that my clothing and other personal items were produced in a safe and legal work environment. Think about every purchase you make as a vote, either for or against unethical labor practices. I also like to thrift a lot of my clothes because I
know that I’m repurposing an item that would otherwise be thrown away. Next time you consider buying from a brand that uses this kind of unfair labor, make sure you really need it. Furthermore, don’t take the items you do have for granted because a lot of pain went in their production. Written by Hannah Travis at The Odyssey Online
DID YOU KNOW? These brands support unethical sweatshop labor.
what’s it worth? |
| instagram advertising
| tradit ional advertising
| facebook advertising + pop-up web ad X
Is your trendy outfit really worth a humanbeing earning a one cent wage per hour? Working in horrific conditions that violate labor laws? Sleeping on concrete? Losing a finger? Working 72 hours a week? Getting physically and sexually abused?
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