MEET YOUR MAKER
Following the rebranding of Ethical Clothing
Australia from the No Sweatshop label at the beginning of 2010, the
past year has seen Ethical Clothing Australia focus on engaging the
Textile, Clothing and Footwear (TCF) industry with the
organisation's new charter.
Ethical Clothing Australia rolled out "Meet Your
Maker" - a consumer focussed campaign to raise awareness of the
issues facing many Australian clothing and footwear workers, as
well as its accreditation and labelling program.
There are now more than 50 clothing and footwear
companies that are Ethical Clothing Australia accredited, whose
supply chains have been audited to help ensure legal obligations
and standards are met. This means that an Ethical Clothing
Australia trademark on a garment tells consumers that everyone
involved in its production received fair wages and worked in decent
What we did:
A concept to engage media / consumers with the issues
and 'call to action', such as accredited brands developing their
own flagship product featuring Ethical Clothing Australia's
Collateral to implement the campaign, such as a
template tool kit for accredited brands to use instore and online,
advertising materials etc.