Fashion Revolution, a non-profit organization, has conducted a social experiment in Berlin to show people the true cost of cheap fashion clothes.
When it comes to fashion, we’re eager to look stylish but not everyone can afford to spend much money on clothes. We always hunt for a great bargain in the sales.
Could you pass by a vending machine that sells T-shirts that cost less than a cup of coffee? It’s impossible to resist buying them, isn’t it? As for me, I could hardly keep myself. But what would you do if you knew about the conditions under which clothes were made?
To help answer the question let’s see a social campaign that was held by Fashion Revolution in collaboration with BBDO Berlin to raise awareness about the real cost of clothes at a bargain.
A vending machine was installed in the centre of Alexanderplatz in Berlin where unsuspecting passersby were offered to buy a T-shirt for just 2€. Think twice.
As soon as they inserted a coin to pay for the item into the machine, the display automatically played a video showing horrible working conditions on textile factories where women and children have to work for 16 hours a day for just 13 cents an hour. The video is accompanied by a phrase: ‘Do you still want to buy this 2€ T-shirt?’ and after a few seconds the options to ‘buy or donate‘ appear on the screen.
It’s not surprising that about 90% of the passersby decided against a purchase. They prefered to donate.
The video ends with the message: ‘People care when they know,‘ encouraging people to be more socially active and make brands take responsibility for their actions.
And what would you do?
Watch the video below:
Read more about public interest campaigns
Read more about fashion
Read more about Ambient Marketing