Fairtrade's Pants to Poverty rolls out viral campaign
LONDON - Pants to Poverty, the Fairtrade underwear brand, is running a viral campaign to raise awareness of how the misuse of pesticides in injuring farmers who supply cotton to make underwear.
The campaign, created by Leo Burnett, warns the public of the dangers of unethical, 'bad pants', through the tales of a mythical creature known as ‘The Panteater'. The viral campaign is supported by digital activity on social networking sites such as Facebook and Twitter.
At the heart of the campaign is a documentary exposing the plight of Jessie Welk, the victim of a panteater attack because he was wearing ‘bad' pants, and is now a committed recluse. The film focuses on the darkly humorous lengths that he goes to in order to protect himself.
There are more than 12 million ‘bad pants' in the UK containing traces of the banned pesticide Endosulfan. The campaign carries a message informing the public that Endosulfan is responsible for poisoning and killing 20,000 farmers in the developing world every year.
On 7 July there will be a global Pants Amnesty hosted by Pants to Poverty. This will unite 16 countries and tens of thousands of people to make a stand against the unethical cotton trade, participants will be invited to swap their bad pants for a pair of fairtrade, pesticide free, ethically garments.
Pants for Poverty viral
Comments
Satyabroto Banerji - 06/07/2009
Endosulfan, like other pesticides, can be used safely and judiciously. Residues above the MRL are quite impossible since the last application would be months before any clothing is made. More than 10 million farmers use Endosulfan every year. The campaign is a lie and promotes falsehoods.
Jeremy Lee - 06/07/2009
Don't think much of this - they've gone down the 'comedy' route and spectacularly failed. This wouldn't matter so much if the issue at stake wasn't so serious. An oven ready turkey.
Bill Britt - 06/07/2009
In my opinion this is one of the worst ads I have ever seen. The message is totally confused. If anything will cause the ghost of Leo Burnett to come back and rip his name off the front door this will.
Ed Kemp - 06/07/2009
Not as scary as the shirtlifter
Clarence Bass - 07/07/2009
Who thinks that Mr. Banerji may well be a salesman for one of the evil pesticides companies? I think he and Mr. Lee should have an oiled-up, greek wrestling match given Mr. Lee DOES believe it's a serious issue...even if he doesn't like the overly-resonant reminder that shotgun-toting loners/journos are not to be laughed at...
Jeremy Lee - 08/07/2009
Shotgun-toting loner? You almost make me sound sinister.