In April 2013, an industry that constitutes the backbone of our economy collapsed with the death of 1129 workers. In spite of Bangladesh being the third-largest garment producer in the world, we lost the edge in the global market.
Global search engine coverage of calamities like “Tazreen fashions'' & “Rana Plaza” painted a very negative picture in spite of industry-wide efforts to ensure workers’ rights and safety.
To change this perception, we built credible content based on the real stories of real people moving audiences across the globe.
From digital platforms to events & print media, our objective was to create an identity that would represent equality.
The MiE initiative would reflect a collective effort to document, highlight and communicate the changes made at organizational and policy levels to empower workers.
In order to maintain neutrality, we chose to work with colors, icons, and typography which were soothing & memorable.
“I have been working for almost 20-25 years. I started in the sewing department at the age of ten with a salary of only BDT 150. Now I work in the Columbia market.
Since I never got a chance to study, I wanted my children to receive a proper education. This is why I had to send them away to Barisal at my parents’ place when they were kids. Only a mother understands how hard it is to stay away from her children. I endured the pain in the hope of a better future for them.
Today, I am proud to say, both my children are graduates from one of the top universities in the country.”
The Bangladesh RMG industry, a driving force of our economy, comprises 80% women. To celebrate their contributions to this industry, we created two short videos in two consecutive Women's Day campaigns.
Two Worlds Everyday captured the journey of two women who come from different backgrounds but share the same aspirations.
This campaign was followed next year with Shiuly'r Golpo - a video story that showed the journey of an empowered woman who sustained her family independently.
We believe that there is an opportunity to transform how the public perceives garment workers, factory managers, and others and that this can lead to public advocacy on their behalf and greater consideration by consumers of their role in the garment industry. We hosted the Meet the Makers Exhibition to help our audience understand & read the stories in person. We created a small booklet with stories for the attendees as well as presented the books to the workers whose stories we published.
We collected hundreds of stories, eventually publishing 175 of them on our website and across social media; mapping out the elements to create a brand that truly speaks for the industry.
This initiative was supported by C&A Foundation, with a vision to change the way the world perceives garment workers. The apparel industry touches 150 million lives around the world, shaping livelihoods for marginalized workers & empowering them.