WWF drives awareness through t-shirts

Developed by DDB Singapore, the t-shirts aim to convey to the layman how most clothing brands mistreat animals or plants during their production without going through scientific jargon or complex theories.

Launched in conjunction with Earth Day last week, WWF will be mailing out the t-shirts and distributing them at functions.

Neil Johnson, DDB Singapore’s ECD, said: “The t-shirts started as an experimental idea of trying to combine a message and a medium together ï¹£ a bit like the ‘I’m not a plastic bag’ idea.”

“It was inspired by a BBC radio interview of a young British woman who had visited sweat-shops in Asia and discovered just how much harm the manufacture of a simple t-shirt actually causes. She swore that she would never discard another t-shirt again just because she was tired and bored with it.”