Animation and humour can play powerful roles in trade justice campaigning. Perhaps the most well known example is the peanut who criticises the regulation of world trade in The Luckiest Nut in the World. See our page on that film here.
One recent example of this genre was launched In March 2013 in Switzerland. To make public the findings of their report on the sourcing of raw materials by Swiss chocolate manufacturers, Swiss NGO the Berne Declaration (aka Erklärung von Bern) commissioned animators / filmmakers Kompost to imagine what Chocolate Bunnies would do if they knew more about themselves. As Kompost state:
Easter in Switzerland is a busy time for the chocolate industry. Billions of delicious chocolate bunnies are produced by the grand masters of chocolate. Unfortunately, still many Swiss chocolate companies and retailers are producing their chocolate under exploitative conditions; a third even refuse to make a statement to this issue. EvB, a Swiss NGO responsible for fairer globalization, tries to put an end to this with the help of these ads.
The two commercials Kompost designed, directed and animated, show the EvB-chocolate bunny trying to take his life, as he simply cannot live knowing these shocking facts. With the help of a hair dryer and a hotplate, the chocolate bunny tries to melt his sorrows away. His attempts however fail, and he is left with the bitter reality.
‘If only they could see the truth.’ ‘We can help them.’
Yesterday, Greenpeace announced that:
After ten months of #PeoplePowered activities and behind-the-scenes haggling G-Star finally committed to eliminate all uses of hazardous chemicals from its supply chain and products by 2020.
G-Star joins corporations like Levi’s, Zara, Victoria’s Secret, H&M and Nike who have already agreed to do this.
The imagery conjured up in the Greenpeace campaign is vivid:
They say you can tell next season’s hottest trend by looking at the colour of the rivers in Mexico and China. That’s because global fashion brands like Calvin Klein, GAP and G-Star Raw are using hazardous chemicals and dyes to make our clothes. These chemicals poison our rivers, and traces of these hazardous chemicals also end up remaining in many of the garments people buy.
But it’s even more vivid if your campaign video is an animation. That’s where those words come from, and this is its ‘Detox Fashion’ video. Bubbles are popping. Worlds of production and consumption are coming into view.
At followthethings.com, we’re fascinated by the ways in which animation can be used in trade justice activism. Our favorite examples so far have been Emily James’ “The Luckiest Nut in the World” (our page with the film embedded is here), Melanie Jackson’s “A Global Positioning System” (watch this here, and read our page on it here), and ‘Make Fruit Fair: the Movie” (in a previous blog post here).
What is that animation can offer a campaign, that a film including ‘real people’ cannot? Check out our Nut and GPS pages above, and read this, for some answers…