Mama Cash x Clean Clothes Campagne: sweat shop Amsterdam city centre
Mama Cash x clean clothes Campagne 2020
Journalist confronted with the ugly side of the fashion industry.
How do make people aware of the horrible working environment in clothing factories? Mama Cash and the Clean Clothes Campagne created the pop-up sweatshop.
A clothing factory like the ones in Bangladesh or India, hidden behind the fitting rooms of Amsterdam's main shopping street De Kalverstraat. We challenged journalists to come and have a look.
To create impact for this good cause created by Mama Cash and the Clean Clothes Campaign, we set up a press strategy for the pop-up sweatshop. A special exhibition space in the concept store The Mad Rush was where journalists could experience a day in the life of factory workers. Afterwards, they were given the opportunity to interview the initiators.
The campaign’s total media value exceeded €300,000, with both national and international publications, including articles in De Telegraaf, RTL Nieuws and LINDA.