Beyond Your Clothes is a campaign raised by the European Commission (EU) to raise awareness of the disastrous environmental consequences of the fast fashion industry and its social impact.
To maximize reach and educate consumers on the potential ecological implications of fast fashion, 360 Agency Berlin created multiple digital assets to build the campaign effectively. With informative text and studies provided by Greenpeace, ILO, and UNICEF, the campaign wants to educate the consumers with varying levels of awareness on the impact of their consumption and to transform them into well-conscious and empowered consumers.
Some 2 billion tee shirts are produced per year, knowing that one single cotton tee-shirt requires 2700 liters of water (the equivalent of 900 days of drinking water for a single person). According to the European Environment Agency (EEA), in 2017, textile purchases in the EU generated about 654 kilograms of CO2 emissions per person.
The social impact of the textile and garment industry is also colossal. The global outsourcing of the textile and clothing industry has gone hand-in-hand with an almost complete erosion of workers’ labor and social rights. The ILO estimates that 170 million are engaged in child labor, with many being part of the textiles and garments production chains to satisfy the increasing demand.
360 Agency Berlin, which has created the campaign, said, “It is in this critical context that the ‘Beyond Your Clothes campaign has been created, consisting of an innovative website (parallax) which provides, in an interactive and ludic approach, different layers of information to a wide audience, from fast fashion consumers to sustainably active individuals. It is essential to mirror what truly stands behind our clothes consumption and to experience that small changes can have some great impacts.”
