What She Makes
Category
Social Media Campaign
Industry
Advocacy
Role
Copywriting, Creative Direction
Background
What She Makes is an Oxfam Canada campaign shining a light on the women behind our clothes. It advocates for fair wages and safer working conditions in the global garment industry, asking consumers and brands alike to reckon with who actually pays the price for fast fashion.
Challenge
Fast fashion thrives on invisibility. Reaching consumers meant disrupting habits most people don't think twice about. The campaign needed to cut through online noise and make labor inequity feel real and close to home.
Process
The creative direction centered on the workers themselves, letting their experiences shape the tone and flow of every piece. Not to point fingers at consumers, but to give them something to do with the information. The women behind the garments were framed not as victims but as individuals.
Solution
The campaign paired honesty with hope, producing content that informed without preaching. We conveyed a sense of shared responsibility, and invited audiences into a broader conversation about ethical fashion. Now that you know, here's how to help.
