CM2011 Campaign Pitch

Care What You Wear!

Overview

• Aims

• Challenges

• ToolsTextStill imagesPromotion video

Who?

Where?

What?

• Confront audience with their agency

• Collective consumer decisions

• Attention for ethically produced clothing

Text

• Slogans & sub-slogans

Care What You Wear!

Working 08.00 to 22.00 and not

getting paid every day. Unfair?

Care what you wear!

What do you think is unfair?

Transmedia storytelling

• Billboards• Television• Clothing tags

• Reinforces the message!

Where do you Care?

• Produced by consumers

• Travel diary, photo diary, video

• Competition, incentive to participate (€250 gift voucher for affiliated brand)

Still ImagesTemplate• Connection between FWF and affiliated brand• Emphasize consumer agency

Still Images

• Emphasizing bad labour conditions for women in the garment industry

Still Images

• Child labour, slavery, poverty• Evokes sympathy

Still Images

• Financial price vs moral price of human labour

• Raising awareness of geographic locations, suffering from

unfair labor conditions the most severely

Video

Video

Content

• Unfair situations: Western vs garment industry

• Emotional appeal: humour & seriousness

• Viral effect through SNS: consumer-created images/videos

Video

Evaluation

• Concept (can be adjusted)

• Feedback FWF

• Feedback Communication & Media students

Request for video responses

Logo

Price

Ethical concerns

Care What You Wear!