Social Awareness Campaign
This social awarness campaign was a collaboration between my fellow classmate Katy Thomas and me. Our goal was to shed light on the many issues surrounding the fast fashion industry. We created an entity called Slow The Cycle, and pitched the "Sincerely, Fast Fashion" campaign as members of the Slow The Cycle team. The concept borrows from hand-written tags that local makers and artisans often use with their products; however, we injected a sarcastic tone, as if the fast fashion industry is thanking consumers for contributing to the problem. We both felt strongly about this topic, and although the weight of the shocking statistics we discovered felt so heavy, bearing it together made for a special experience.
(This design helped us win the "Design For Good" Scholarship in 2023, which is a scholarship aimed to support students who are actively seeking to make a positive change through design.)
Presentation Guide
This print booklet briefly walks through what the "Sincerely, Fast Fashion" campaign is, the branding for the campaign, and a list of the components, which were both digital and physical. Keep scrolling to get a closer look at each of these designs.
Bus Stop Ads
For this portion of the campaign, we created a series of large posters that function as bus stop ads. This would be a spot that many people are standing at throughout the day in a busy city, and one where people would have the time to read the tag on each of these posters if their interest is piqued. Ideally they would be shown as a set of three to display the life cycle of a fast fashion clothing item, but they can also function independently. We also know that almost everyone supports fast fashion in one way or another, so these ads would be relevant to the people viewing them.
1. It is estimated that 170 million children are involved in child labor throughout the world...
2. 28% of the items in the average person's closet have never been worn...
3. More than 60% of fabric fibers are now synthetic, derived from fossil fuels. When that clothing ends up in a landfill, it will not decay...
Subway/Bus Stop Ad
Clothing is the second-highest product at risk of being made by modern slaves. Children make up 25% of today's slave population...
This ad was created to be a standalone design that could be featured as a subway ad or a bus stop ad. The key is to have this positioned in a place where people will be standing still. It's easy to walk right by an ad, but if you're standing directly across from it, it's much more likely you'll feel compelled to read what the design has to say. This is the only print design that features a human face on it, and we believed it to be the one most likely of provoking empathy in the viewer. Fast Fashion is a not a vague business that only affects the environment, but it affects real people. Beyond that, it involves children, who are forced into modern slavery.
Magazine Ad
The Fast Fashion industry is responsible for 8-10% of all global emissions...
This is the magazine ad we created, which would ideally be feautured in an established fashion magazine such as Vogue, in hopes of reaching an audience that is aware of fashion trends and possibly does a lot of shopping for clothes.
Social Media Videos
YouTube Ad
The amount of money that consumers spend on clothes each year is equivalent to the market value of the 126 poorest countries in the world combined.
The YouTube ad is intended to capture the attention of the viewer in the few seconds of viewing time before they have the option to skip the rest of the ad. People are constantly consuming through internet shopping, and this ad serves as a reminder that we are priviledged to be able to purchase so much without even thinking about the consequences.