Big Idea: Ideation

1. CHANGE YOUR UNDERWEAR

comical, actionable, direct

you need to change your underwear (because its dirty)
you need to change your underwear (because you have the power to change working conditions in china)
you need to change your underwear (because you can, its customizable)

• people want to be a part of change and participate in a cause they believe in, now they can and it's as easy as changing your underwear.

•"change your underwear" is a command, it's actionable and calls people to put down other products and by TRU2U instead

• the comical aspect will appeal to the college students and can be used to introduce the idea of making a real change

• on the website you can customize and order your underwear, with different patterns, waste band colors, threads, and labels. Patterns designed by the workers? preset designs that are chosen by the workers available in packs for purchase in store.

•label now reads "Made in Chine by ______" or " Designed in China by________"

• the patterns created by the workers can be reactions to Verité programs. Like when we learned to dance in class, or when we learned how to give a proper handshake. This could remind people of the times when they had their first dance and would also bring Verité's programs into the mix




2. IT'S TIME WE ALL WENT BACK TO SCHOOL

emotion based, simple, problem solving

we = the global community
we = college student, currently in school
we = the workers who we can help go back to school


• we can all remember what school was like, we can all relate to that concept.

• back to school is a time that you purchase underwear (when you were little)

• connects your education with theirs, tapping into the emotional element

• there is a plethora of visual language that is associated with school and education that we can pull from

• the scientific method, simple way to get the message of how TRU2U & Verité work
state the problem: the workers that make the clothes we wear are forgotten and not cared for
hypothesis: education workers through programs that empower young workers
experiment: wear TRU2U underwear and support such programs through Verité
conclusion: ?? get others to support the cause as well

• adopt a student / adopt a classroom / adopt a program




3. ???