The Shocking New Ark Mission of India Fashion Campaign
Amelia Roblin — April 16, 2011 — Marketing
References: ogilvy & frederiksamuel
People often forget that clothing is a privilege, but these New Ark Mission of India fashion ads act as sad reminders of the economic state abroad. In attempt to raise awareness, funds and garment donations from the public, this charity enlisted the help of the Ogilvy & Mather advertising agency in Bangalore to produce a penetrating campaign.
Where Westerners have distinctly seasonal wardrobes, these prints demonstrate that there are poor kids who may wear the same thing in winter as in summer, let alone every day of the week. These articles may be handouts, hand-me-downs or literal garbage. The underprivileged children in the New Ark Mission of India fashion ads sport cardboard boxes, newspaper dresses and burlap sack suits, creating a cultural irony that may grab the affluents' attention.
Where Westerners have distinctly seasonal wardrobes, these prints demonstrate that there are poor kids who may wear the same thing in winter as in summer, let alone every day of the week. These articles may be handouts, hand-me-downs or literal garbage. The underprivileged children in the New Ark Mission of India fashion ads sport cardboard boxes, newspaper dresses and burlap sack suits, creating a cultural irony that may grab the affluents' attention.
Trend Themes
1. Underprivileged Fashion - Opportunities for affordable and sustainable fashion brands that cater to underprivileged communities.
2. Charitable Advertising - Disruptive innovation opportunities for advertising agencies to create impactful campaigns for charitable organizations.
3. Awareness-raising Fashion Campaigns - Innovative approaches to use fashion as a platform to raise awareness for social issues.
Industry Implications
1. Fashion - The fashion industry has a responsibility to provide affordable and sustainable clothing options for underprivileged communities.
2. Non-profit/charity - Charitable organizations can collaborate with advertising agencies to create powerful campaigns that raise awareness and funds.
3. Marketing/advertising - Marketing and advertising agencies can use their creativity to deliver impactful campaigns that serve a purpose beyond profit.
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