#swearnot2shop

#swearnot2shop PR Campaign

This second year brief aimed to create behavioural change in our audience Gen Z surrounding conscious fashion consumption, through an inspirational concept delivered across a variety of outputs. I created a teaser poster for my campaign, a film encouraging a call to action and a 10 slide deck pitching my process and concept. I also created an open letter and press release as supporting materials.

The key vision of my campaign was for Gen Z to take a picture of themselves sticking their finger up at lying fashion stores and uploading this to social media with the hashtag #swearnot2shop. The purpose of this was to force those brands to start telling the truth and join the Sustainable Apparel Coalition.

POSTER

FILM

DECK

OPEN LETTER & PRESS RELEASE