I’m not always fond of Greenpeace association. But this last campaign, part of their Detox effort, is really interesting.
The idea is that Nike, Adidas, Puma, H&M, C&A and Li-Ning have committed to Detox, in order to avoid toxic water pollution in China. So to make the idea spread among the whole industry, Greenpeace asks us to post a photo on Instagr.am with #detox and #peoplepower, in order to make a video with our photos, using your t-shirts as a canvas for Detox campaign images and text.
It’s a funny campaign because it embraces current fashion rules: showing off our style, sharing it with our friends. It’s also good because Greenpeace does not go AGAINST fashion industry but really wants the big companies join the movement.