Good On You
Social Advocacy Ad Campaign - SMAD343
The Ask
Create a campaign on a specific social cause, with the goal of creating positive change around the issue. Choose a business related to the cause and make social designs, in the form of a typographic poster and brochure, to spread awareness of the cause and promote the company. We chose to make a campaign highlighting the issues of fast fashion, and promote the company Good On You.
The Challenge
The garment industry is a huge contributor to pollution and waste. While there is a rising concern about environmental sustainability and fast fashion, especially from younger generations, many people still don't care enough or take the time to research brands' sustainability ratings before shopping.
The Solution
Convince young women/adults that creating a capsule wardrobe and buying "slow fashion" is “in;” making sustainable purchases is the latest trend. One can follow this trend by utilizing the Good On You app.
SOME FAST FASHION FACTS...
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Fast fashion contributes to impulsive shopping and wasteful purchasing behavior; therefore it is not cost effective in the long run.
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"Slow fashion" is not just better for the environment; it is also better quality, contributes to fair working conditions, and allows people to avoid fad trends while embracing personal style.
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Younger generations tend to purchase more fast fashion because it fits their budgets, and they value being "trendy" due to social norms.
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There is a “fashion paradox” in that consumers are becoming increasingly aware of the threat of irreversible damage to the environment, but there is still a gap between that awareness and actually acting towards change and not consuming trends.
GOOD ON YOU
We chose to make our social designs to promote the website and app, Good On You, because it educates consumers on ethical fashion and rates clothing brands in regards to its sustainability.
Good On You's mission is to "create a world where it's easy for anyone, anywhere to buy better."
POSTERS
BROCHURE
We aimed to cultivate a social appeal because younger generations are big on social acceptance and being trendy, as well as being environmentally conscious and outspoken about social dilemmas. This is why the brochure highlights how making a capsule wardrobe not only helps the environment, but also leads to better personal style.
