Recently we talked about Social Footprint , the new certification that evaluates the social footprint of a product or a service. Today I will show you a social experiment conducted in Berlin on the occasion of "Fashion Revolution Day", the day chosen to commemorate the massacre at Rana Plaza in Dhaka, Bangladesh, where in 2013 were killed 1,133 textile workers.
It’s a very clever social campaign where we could learn a lot in order to involve as many people to become aware of their choices and to act accordingly. At the center of Alexander Platz in Berlin it was installed an eye-catching distributor of t-shirts for the price of just € 2 and through a camera we have seen the reactions of those who discover the working conditions of those who realizes them.
Indeed, at the time of purchase, before delivering the T people are forced to watch a video, where they discover the horrifying working conditions of the people who have produced those t-shirt. 16 hours of work per day, for 13 cents an hour. And many of them are little girls. So, at this point, people can choose whether to complete the purchase or donate those 2 euro for the organization and stop this phenomenon.
As many as 9 out of 10 people have decided to donate the money. The campaign mentions "People care, When They know”. People worry and behave accordingly, when they informed. How to deny it? The point is all here.It’s crucial the potential consumers awareness, awareness that today is slowly making its way into the world of food, but not yet in fashion. The search for the lowest price possible causes companies to behave less responsibly (and ethically) to workers, to environment around us and, therefore, to its potential customers. That is us, all of us. Most people don't arise questions in front of clothing sold at very low prices. And, therefore, they don't behave accordingly. Information is an essential piece of this route. The video which describes this experiment was accompanied by the hashtag #WhoMadeMyClothes and #FashRev in a campaign that saw VIPs, celebrities and people from all over the world wear clothes on the contrary, with the label view, and share through Facebook and Twitter their own photographs in support of the initiative.
Once again, the power of social media in directing the mass opinion is strong and evident.