Social Media Campaign for What She Makes
//Category
Copywriting
//Client
Oxfam Canada
//Industry
Non profit, NGO, Social Justice
The What She Makes campaign by Oxfam Canada shines a spotlight on the inequities faced by women garment workers in the global fashion industry. Launched to advocate for fair wages and better working conditions, the campaign called on consumers and major fashion brands to take responsibility for the welfare of those who make their clothes. Through powerful storytelling and compelling visuals, the campaign aimed to raise awareness about the harsh realities these women face daily.
//Context
//Objective
The objective was to connect with fast fashion buyers and let them know that there is a human cost to staying up-to-date with current fashion trends. We wanted to encourage fast fashion consumers to join the global movement for change and sign the pledge.
//Concept
We created a comprehensive social media toolkit using bold headlines and strong imagery to highlight the everyday struggles and stories of garment workers. The toolkit empowered supporters to easily share content, sign the pledge, and demand ethical practices from Canadian fashion brands.
//Tone
The tone is informative, yet empowering and compassionate, combining harsh realities with emotional appeals. It uses clear, direct language to inspire action and create a sense of shared responsibility in advocating for justice and equality in the fashion industry.
