Uncomfortable Truth, Campaign for Human Rights Foundation
Yeezy x Gap launched the biggest clothing drop of the year - and it sold out in hours. We hijacked the hype to expose the fashion industry’s reliance on Uyghur forced labour. By moving fast, we turned the brand’s massive media spend into a platform for the Human Rights Foundation’s message, reaching a captive audience of eager fashion fans right at the moment of purchase.
Around 1 in 5 cotton items worldwide are at high risk of being linked to Uyghur forced labour. Brands hide behind complex supply chains, making it almost impossible to know if you’re buying into the problem.
Our plug-in makes it simple to take a stand. When you shop from a brand that hasn’t publicly committed to cutting ties with Uyghur forced labour, a pop-up alerts you and gives you the choice to keep shopping or keep Uyghur forced labor out of your shopping cart.
The campaign took off: a 631% spike in web traffic in 72 hours, 91K social impressions, and 7.15 million earned media impressions. We even fooled Reddit.
Download the plug-in
