The Real Price is never on the tag.
The task was to choose any charity or NGO close to our hearts and design a campaign for them. I chose Salaam Balak Trust, an organisation that supports young street children by giving them shelter, food, and education. I worked with them during the summer before college and realised that these children are often forced into illegal fast fashion child labor due to their circumstances. There is a need to bring awareness to consumers in order to make them more conscious about their brand choices and purchases.
TASK
I designed moving posters with visuals of children as barcodes. These barcodes also look like prison bars, signifying how these children are seen as commodities and trapped in this vicious cycle due to consumerism and exploitation. These posters are meant to be interactive and lead into the other aspects of the campaign. The tagline is “The Real Price is never on the tag.”
“According to the ILO, only one in five child labourers is paid for their work, as the majority of child laborers are unpaid family workers.”
INSIGHT
SOLUTION
Ideation
Strategy
Development
Visual Design
Prototype
DELIVERABLES
This campaign will also include strong interactive elements and guerilla advertising where supporters of the NGOs will go into fast fashion stores and attach price tag labels to clothing items. Once you scan it, you are led to the Salaam Balak Trust website, which tells you personal stories about children in labor and more information about donations and how to help.
The second interactive element involves placing kiosks outside various stores. Customers walking out will be encouraged to scan their original store receipt. The Kiosk will then print out another receipt which will indicate the cost of a child’s life in terms of education, safety, etc. The purpose of this is to make the customer realize that the savings on their clothing item aren’t really savings. A child pays the actual price for it.
