Oobah Butler - Ethical Sweatshop
By legally employing children as performers to simulate sweatshop conditions, the project exposes the fashion industry's contradictions and the normalization of exploitation.
The campaign's centerpiece is a soccer jersey designed by child actors portraying sweatshop workers, with proceeds directed towards anti-sweatshop advocacy.
The campaign targets consumers, fashion industry stakeholders, and the general public, aiming to raise awareness about unethical labor practices in garment manufacturing.
TARGET AUDIENCE
About the
Campaign -
By legally employing children as performers to simulate sweatshop conditions, the project exposes the fashion industry's contradictions and the normalization of exploitation.
Core Theme of the Campaign -
1. Satirical Approach: Butler uses satire to highlight the hypocrisy in the fashion industry's labor practices.
2. Child Actors as Workers: Children aged 7 to 11 were employed as performers to depict sweatshop laborers, creating products for the brand.
3. Product Launch: The first product, a soccer jersey, features brands created by the child actors, symbolizing the exploitation in fashion.
4. Legal Loophole: The project utilized a legal loophole allowing children to work as performers, thereby critiquing labor laws and industry practices.
5. Proceeds for Advocacy: Sales from the jerseys are directed towards anti-sweatshop advocacy, aiming to support workers' rights.
6. Public Reaction: The project sparked discussions about consumer responsibility and the ethics of fashion consumption.
7. Previous Stunts: Butler is known for prior projects, including creating a fake top-rated restaurant, showcasing his critique of societal norms.
8. Industry Reflection: The campaign challenges the fashion industry to address and reform exploitative labor practices.