Campaign: Child Labour Free zone
Client: Stop Child Labour
WPP company: G2 Amsterdam
There are 218 million child workers around the world, who grow up without an education and into a life of poverty. Stop Child Labour is a partnership of non-governmental organisations that aims to raise awareness of the issue and get child workers back into full-time education.
In preparation for the International Day of the Rights of the Child on 20 November 2009, Stop Child Labour created the CLF brand, which stands for Child Labour Free zone. The partnership encouraged retailers and companies to use the brand to commit to only sell products, or do business with companies, that are free of child labour.
The CLF brand was launched at the opening of a pop-up shop in Amsterdam and G2 worked pro bono to advertise the event. The agency created print ads that were designed to attract attention but did not reveal the real story behind CLF. The store was opened on 19 November by Caroline de Bruijn, a famous Dutch actress, and only then was it revealed that CLF displayed only fashion items made from Child Labour Free zones, emphasising that fashion does not have to be built on exploitation.
The value of G2’s pro bono work was €150,000. To date 739 retailers and businesses have signed up to CLF.