Title	THE T-SHIRT THAT ASK FOR CONSENT
Brand	HOMME HOMME FEMME FEMME
Product/Service	HOMME HOMME FEMME FEMME
Category	A08. mCommerce
Entrant	NORDLID APS Copenhagen, DENMARK
Idea Creation	NORDLID APS Copenhagen, DENMARK
Media Placement	NORDLID APS Copenhagen, DENMARK
PR	NORDLID APS Copenhagen, DENMARK
Production	NORDLID APS Copenhagen, DENMARK
Post Production	NORDLID APS Copenhagen, DENMARK

Name	Company	Position
Jesper Isholm	Nordlid	Creative Director
Thomas Christoffersen	Nordlid	Art Director
Anne Ingevold	Nordlid	Copywriter
Nicky Da Silva	NICKY DE SILVA	DOP

Background

The Situation: Every third child has experienced having their pictures shared without their consent. And even worse; every 10th young person has had images with sexual content shared without their permission. A sad trend and the background for Danish organization Save the Children having received 87% more inquiries about digital infringements in 2019 than the year before. The Brief: Raise discussion and focus on the issue and remind people to ask permission before they post pictures of children or young people online. The Objectives: Put the fashion brand Hommme Homme / Femme Femme on the map as a brand who cares. And raise awareness about the problem about posting without consent. Furthermore create donations for Save The Children's work with this cause.

Describe the creative idea

The fashion brand Homme Homme / Femme Femme Paris launched a clothing collection with a very special design that automatically focuses on the problem. A line of T-shirts and sweatshirts for men, women and children prominently featuring a QR code as an integrated part of the design. Most newer smartphones now have the QR reader built into the camera. Thus, the code on the t-shirt is automatically scanned and opens a campaign site when you try to take a picture of the person wearing it. On the campaign site you can read more about the consequences of digital infringement and support Save the Children’s work for vulnerable children and young people by purchasing the collection. Hopefully it can help photographers of all ages see their subjects in a new perspective – and think or ask before posting!

Describe the strategy

T-shirts are fashion statements. They are a way for us to connect to a cause – and show it to the world. They are tribal. Wearing one is a way of branding yourself. Introduced by the youth culture and now worn by everyone. Old, young and kids. That's why the T-shirt was the perfect medium for the message of "Ask before you post." The campaign and the QR code design line was launched with a campaign video on social media to relevant audiences. And got further organic reach with the help of famous fashion influencers – Danish model Oliver Bjerrehus and his young model son. This helped us reach a broader target audience. As the idea centers around the mobile platforms, the channels was entirely centered on social media – and even the film was shot almost entirely on an iPhone.

Describe the execution

The film worked as the launch of the Autumn/Winter 2020 collection. But the campaign is ongoing and still live today and we are still adding items to the fashion line as the problem is still part of young people’s every day.

List the results

The campaign was picked up by several Danish media, which helped creating awareness of the cause as well as the brand in a new context. The campaign gained traction both on social and traditional news media and was picked up, discussed and shared by influencers within the Danish fashion industry on various platforms promoting the website sletdet.dk (translation: erase it) Sletdet.dk is a site where Save The Children’s guides, helps and gives advice on how to get unwanted posts og private pictures on social media deleted. Recently Save The Children have gained a number of new high-profile ambassadors for their Sletdet.dk service. From bloggers to members of the royal family.