How strategic impact documentary can contribute to the Fashion Revolution: the True Cost
It’s Fashion Revolution Week this week. To mark this, we’re showcasing our favourite examples of cultural activism which have supported its #whomademyclothes call to action. On Monday, we showcased the Guerrilla Projections of documentary photographer Ismael Ferdous. On Tuesday, we showcased the gentle Shop-dropping activism of the Craftivist Collective. And yesterday we showcased the power of Disobedient Objects like Fashion Revolution Germany & BDDO’s €2 T-shirt vending machine.
Today’s post focuses on a strategic impact documentary called the True Cost. This aims to unravel fast fashion’s grim and gritty supply chains in the wake of the Rana Plaza collapse. It juxtaposes scenes of fashion models strutting catwalks, YouTube shopping hauls, footage of Black Friday shopping chaos, TV news footage of garment workers sewing clothes in cramped factory spaces, talking head interviews with factory workers and owners, farmers, former corporate executives, academic experts, famous activists and ethical fashion royalty, brands working ethically, key people from NGOs like War on Want, and champions of free market economics.
What’s distinctive about the True Cost and the impacts that it has had is that it was crowd-funded, released via iTunes and Netflix, and tries to channel its audiences’ concerns to ‘do something’ through public screenings with panel discussions, its website and associated social media. This film enrolled its audiences from its crowd-funding forwards. It was a conversation, a collaborative ‘do something’, from the beginning. Despite its lack of mainstream funding or cinema listing, the making, reception and impacts of this film in relation to the Fashion Revolution have been nothing short of stunning. We’re posting this today because CEO Ian is on a True Cost panel in Portsmouth tonight. It’s a textbook example of the emerging genre of strategic impact documentary.
Judith Hefland & Anna Lee (2012) Put movies in the hands of movements. in Andrew Boyd (comp.) Beautiful trouble: a toolbox for revolution. New York: O/R, 164-5
Kate Nash & John Corner (2016) Strategic impact documentary: contexts or production and social intervention. European Journal of Communication 31(3) 227-242
Guest comic – Painting the way for change
Here’s yet another strange and wonderful piece of work from the Exeter Geography module behind our website. It’s Rebecca Jones’ cartoon strip in which she tries to humanise paint and its commodity relations, health, safety and ethics. It starts like a talk by a young woman, but other speakers soon appear….
Click the image to download the rest.
Guest blog: step away from the weapon
This post is by Ginny Childs, a student who took the Exeter University Geography module that is behind our website last term. It’s a piece of (slightly edited) coursework that she wrote in response to reading behind Sofia Ashraf’s ‘Dow vs. Bhopal: a toxic rap battle’. Ginny wasn’t even born when the Bhopal factory exploded in 1984, but it affected her here and now. Here’s how…
I joined Exeter University Officer Training Corps this year. Last weekend was my first weapons training session; on the SA80 assault rifle. The first lesson I received was a ‘Normal Safety Procedure’ on what to do if I drop it and the sighting system cracks. The system uses tritium (a radioactive hydrogen isotope) in gas form, to create visible light. If it escapes, and I were to inhale it, radioactive damage could occur in my body.
Sat in my weapons training lesson, whilst thinking about tritium, my mind drifted to methyl isocyanate (MIC). The Bhopal disaster was the topic my group were researching for this module. I’d been researching the thousands of deaths and deformities this gas leak caused. Now, here I was being cautioned on tritium. It seemed silly. The rifle contains only a minute amount, and it’s deemed to be one of the least hazardous radionuclides. Yet, I was laboriously taken through a step-by-step routine to memorise the safety procedure: STEP AWAY FROM THE WEAPON… HOLD YOUR BREATH…GET ANY SMOKERS TO PUT OUT CIGARETTES…INFORM ARMOURY OF INCIDENT etc.
Animation & trade justice activism: Greenpeace’s ‘Detox Fashion’
‘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…