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Creative

Rethink's Clothes Labels Highlight Horrifying Work Conditions Across the World

staging.lbbonline.com, 2 years, 6 months ago

Canadian Fair Trade Network campaign reveals the harrowing stories behind the label

Rethink's Clothes Labels Highlight Horrifying Work Conditions Across the World

To help the Canadian Fair Trade Network draw attention to the people around the world working tirelessly in unsafe conditions, creative agency Rethink added their stories to the label.

Each ad has an item of clothing on a clothes hanger, with a long label attached. The label names the person involved in its creation, as well as the chilling story of working in an unsafe environment.



The labels read:

The Hoodie 

"100% cotton. Made in Sierra Leone by Tejan. The first few times he coughed up blood he hid it from his family. They couldn’t afford medical treatment and he couldn’t risk losing his long-time job at the cotton plantation. When he fell into a seizure one day it could no longer be ignored. The diagnosis was pesticide poisoning. The lack of proper protective clothing has left him with leukemia at the age of 34. He has two daughters. One of them starts work at the factory next year. The label doesn’t tell the whole story."

The Blazer

"100% cotton. Made in Bangladesh by Joya who left school at the age of twelve to help support her two brothers and newly widowed mother. Her father was killed when a fire ripped through the cotton factory where he works. She now works in the building across the street from the burned down factory. A constant reminder of the risk she takes everyday. The label doesn’t tell the whole story."

The Sweater

"100% cotton. Made in Cambodia by Behnly, nine years old. He gets up at 5:00 am every morning to make his way to the garment factory where he works. It will be dark when he arrives and dark when he leaves. He dresses lightly because the temperature in the room he works reaches 30 degrees. The dust in the room fills his nose and mouth. He will make less than a dollar, for a day spent slowly suffocating. A mask would cost the company ten cents. The label doesn’t tell the whole story."

Creative Agency

Account Management: Albane Rousselot

Art Director: Leia Rogers

Copywriter: Danielle Haythorne, Arrabelle Stavroff

Creative Agency: Rethink Canada

Creative Director: Chris Staples, Ian Grais

Designer: (Studio Artist) Jonathon Cesar, Tom Pettapiece

Photographer: Clinton Hussey

Print Producer: Sue Wilkinson, Cary Emley

Category: Charity , Corporate and social

Genre: Print