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Slow Down Fast Fashion Campaign
Summary:
This stimulated campaign for National Environment Agency aims to reduce textile wastage. Fast fashion websites similar to EzBuy and Taobao were targeted in this campaign, as youths today tend to make impulsive purchases from these sites due to their inexpensive clothing and convenient delivery options.
Key Message:
The consequences of fast fashion far outweigh the short-term benefits.
My Role:
I was in charge of NEA analysis and did comprehensive research on NEA which aided in the crafting of our problem statement, campaign objective and tactics. I also helped in crafting both offline and online web tactics (social media and website) for the campaign.
Offline Tactic #1: Weighing Scale
Objective: Encourage people to handle their unwanted clothing by donating to charity organisations instead of throwing them away.
Rationale: Provide our target audience an alternative solution for managing their clothes as 62% of respondents throw away clothes they don’t wear anymore.
Concept: Weighing Scales machines that act as donation points will be placed at various points across Singapore to encourage Singaporeans to donate their unused clothes. They will all be synced up to display a live counter that indicates how much (in kilograms) has already been collected for the Slow Down Fast Fashion campaign.
Online Tactic #2: Social Media Posts
Objective: To inform viewers about the environmental benefits of the featured sustainable brand and encourage them to opt for sustainable alternatives instead of fast fashion.
Offline Tactic #2: Green Sustainable Stamp
Objective: To encourage our target audience to purchase from sustainable local brands instead of fast-fashion sites like EzBuy and Taobao.
Rationale: To help consumers to distinguish sustainable brands from non-sustainable brands.
Concept: Fashion brands with sustainable practices will be able to receive this stamp. It motivates brands that are not as sustainable to work towards implementing green practices and encourages consumers to buy from brands with stamps. It also helps these consumers spot brands that have sustainable practices better. It can also launch as a sticker/GIF on Instagram Story.
Online Tactic #1: The Green Quiz
Objective: Serves as a shock factor for the target audience as they find out how much waste they are contributing individually through consuming fast fashion. Click here to attempt the quiz
My role: I designed and executed the website for the campaign.
Online Tactic #2: Social Media Posts
Objective: To showcase a sustainable brand on Instagram every week on #FeatureFridays so as to educate viewers on the positive impact these brands have on the environment as well as workers' wellbeing
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