ADC Awards
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Category
Direct / Digital - Single
Annual ID
ADC102_ADV107M
About the Work
Since 2020, over a million Uyghur Muslims have been systemically removed from their homes, rounded up, and placed in forced labor camps in Xinjiang – for no other reason than their ethnicity and religion. It’s estimated that 1 in 5 of the world’s cotton items are linked to these camps, meaning there’s a strong chance you’re supporting the problem with every purchase you make. But while you might not know you’re complicit in the detainment, violence, and erasure of an entire heritage and people, the fashion industry is all-too aware. And they’re hiding their involvement to keep shoppers in the dark and protect their bottom line.
The Human Rights Foundation (HRF) launched the ‘Uyghur Forced Labor Checker’. A Chrome extension that empowered shoppers to understand where their money was going, so they could make better choices and force more brands to put people before profit.
The extension pulls code in real-time from a database of offending brands provided by the Coalition to End Uyghur Forced Labor. When someone lands on a site with the active plug-in, they’re given the choice to say ‘no’ to forced labor and are instead redirected to the HRF website to learn more, take further action, and find safe brands to buy from.
Now, the Uyghur Forced Labor Checker is cutting profits in eight countries, including Canada, the USA, Germany, and Australia. It’s been responsible for intervening on the websites of more than 160 major global fashion brands. And it’s successfully blocked over 1000 sales and counting. But, best of all, because of the Uyghur Forced Labor Checker, the HRF has confirmed that one global fashion retailer has committed to removing Uyghur forced labor from their entire supply chain for good.
The Human Rights Foundation (HRF) launched the ‘Uyghur Forced Labor Checker’. A Chrome extension that empowered shoppers to understand where their money was going, so they could make better choices and force more brands to put people before profit.
The extension pulls code in real-time from a database of offending brands provided by the Coalition to End Uyghur Forced Labor. When someone lands on a site with the active plug-in, they’re given the choice to say ‘no’ to forced labor and are instead redirected to the HRF website to learn more, take further action, and find safe brands to buy from.
Now, the Uyghur Forced Labor Checker is cutting profits in eight countries, including Canada, the USA, Germany, and Australia. It’s been responsible for intervening on the websites of more than 160 major global fashion brands. And it’s successfully blocked over 1000 sales and counting. But, best of all, because of the Uyghur Forced Labor Checker, the HRF has confirmed that one global fashion retailer has committed to removing Uyghur forced labor from their entire supply chain for good.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
TAXI / Toronto/Montreal/Vancouver
Production Company
Strategy Lab Marketing / Regina
Chief Creative Officer
Graham Lang
Copywriter
Mike Houldsworth
Creative Director
Mariana Bernardez
Mike Houldsworth
Executive Creative Director
James Sadler
Strategy Director
Lizzie Dabous
Account Director
Mara Neil
Ruan van Gend
Managing Director
Lizzie Dabous
President
Céline Assaf Boustani
Senior Strategy & Research Associate
Jenny Wang
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