Post on 27-Jun-2015
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
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!