Abrinq Foundation Save the children

4월 15

게시자:

We all wear clothes in this 21st century, however, have you ever thought of who made your high quality fashionable clothes? Well, some of you might know but many people are not aware of this particular issue.

Abrinq foundation is a private non-profit organization whose mission is to promote the defense of rights and citizenship of children and adolescents. This foundation united with Save the Children in Brazil. These two organizations objective was to raise awareness to show how child labour often closely relates to the fashion market. This campaign was not only to raise awareness but also letting people know that high quality fashion is attractive however behind all these fashionable clothes, there are under-aged children trapped to create all the pretty clothes.

This campaign used many media channels to make it viral. Firstly, this campaign began in print and then continued to social networks, direct marketing to journalists and bloggers from the fashion universe and activations at fashion shows.

Moreover, the organization invited some of Brazil’s leading fashion photographers, professional models to participate in the campaign.

Child labour in fashion industry is one of the most important social issue in today’s society because there were numerous scandals involving child labour in its production line. However, according to the agency, this campaign was not to create hatred towards fashion industries but was designed to spread the message that “child labour crimes are closer to the consumer than they might think.”

Moreover, in this campaign each print ad picture that could be used for any advertising piece fashion brand, but when we see the detail of the picture, we can notice a hidden child trapped inside the clothing. All these print ad pictures include one short sentence. For example, “A sweater shouldn’t cost a childhood”. One special feature of these print ads were the clothes were all black and white striped which represented as jail bars symbolising that children are trapped in fashion industries to manufacture clothes.


(A Dress shouldn’t cost a childhood)        (A pullover shouldn’t cost a childhood)

In addition, not only these print ads were part of the campaign but also other media channels such as social networking services were used to increase awareness of this campaign. #Dress4Good was the hashtag, and the public was encouraged to post “positive fashion-forward images” on Instagram and twitter.

However, personally I think this campaign for child labour is creative using professionals but on the other hand, it did not really give a big impact on many people. When I searched for hashtags for this campaign, there weren’t as many impact as I thought. For example, there were only a few who participated in the social networking media channels.

Even though there were not enough participation from the public, the various print advertisements were shared all over the internet and the actual clothes worn in the print ads were showcased at famous fashion shows. To conclude, I think it would have been better if this campaign had a video campaign for it because just print ads were not effective enough.

Reference

 

4월 15, 2016, Interactive Advertising PR에 게시되었습니다. 퍼머링크를 북마크하세요. 댓글 3개.

  1. Kevin | 4월 17, 2016 (1:24 pm)

    Like the blog writter already mentioned, it would have been better if the campaign used a video. It could be me, but now I discovered the children in the picture only at the moment of reading the blog and I think that the intention of the advertise agency was that this would be this first thing people see. Another thing to make the message more clear was by using white stripes instead of the black ones that serve as a prison.

    좋아요

    응답
  2. jiwonso | 4월 18, 2016 (2:20 am)

    I personally believe that when big brands try to approach human rights issue, they try to do it in a “fashionable way”. They try do it so that it is visually attractive. However, I think the nature of these human rights issues are serious, and hence should be dealt with some gravity. I think this is when corporate identity or philosophy comes in. Brands with altruistic philosophy tend to approach the issue more genuinely with real intent to create change, and willingness to pay the cost. Public attention, news coverage.. shouldn’t be the central reason for doing these campaigns.

    좋아요

    응답
  3. futurrr | 4월 18, 2016 (3:08 am)

    I seriously didn’t notice the children in the print ads during my first glance :O That might be because I didn’t pay attention enough but this situation could happen to anyone seeing this ad too, and I think the design in the print ad is one of the weak points of this campaign. The concept of using striped pattern representing prison is fine and creative, however, it would be better if they put more effort into design and also promoting. Personally I think to make this kind of social media campaign boomed, celebrities, idols, fashion bloggers, etc., aka opinion leaders should participate in order to gain attention and interest from other people to join too. Thank you for posting 🙂

    좋아요

    응답

댓글 남기기