CHANGE TACTICS

CHANGE /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, it's customizable


TACTICS

- customizable underwear -
Customers have the ability to choose form a variety of fabrics/patterns/waistbands. They get to design their own underwear and have it shipped to them, or to someone else as a gift The young workers will also be able to choose custom designs. Those designs will be sold in packs of three at big box retailers.

- underwear tags -
Tags will read "Made in China by ________". Workers will be able to write their names on the tags, taking ownership of the underwear they had a part in create a positive associated with "Made in China"

- college campaign -
Enable students with stickers, buttons, posters, flyers to tell their friends to "change their underwear." Comical tone insinuates that the wearer's underwear is dirty. This also calls the wearer to act by changing their underwear, and wearing something that is TRU2THEM

- college drives/competitions -
Colleges would have a donation drop box where they would collect "old underwear" The college with the most pairs of underwear would have some type of incentive. Each college would be changing their underwear and changing the world.