The Woolmark Company has recently launched a new campaign titled “Wear Wool, Not Fossil Fuel” with the aim of educating consumers about the negative environmental impact of synthetic fibers. The campaign focuses on the connection between synthetic fabrics and crude oil, emphasizing the importance of choosing natural fibers like wool for a more sustainable option.
Research conducted by Woolmark reveals that while a significant number of global consumers are willing to pay more for sustainable products, they often overlook the consideration of fibers when making a purchase. Additionally, many consumers are unaware of the association between synthetic fibers and fossil fuels.
To address these issues, the campaign utilizes powerful visual messages to highlight the relationship between synthetic fabrics and crude oil. One of the campaign’s key assets is a 60-second film that depicts individuals struggling in a swimming pool, representing the amount of crude oil used in the production of synthetic clothing. The film reveals that approximately every 25 minutes, the equivalent of an Olympic-sized pool of crude oil is used in producing synthetic garments – which amounts to nearly 350 million barrels annually.
In addition to the film, the campaign employs out-of-home imagery that can be seen at prominent locations such as London’s Piccadilly Circus and New York’s Times Square. These visually immersive and striking messages aim to capture the attention of passersby. Alongside this, the campaign includes digital and social media touchpoints, a collaboration with WeTransfer, and a dedicated microsite providing scientific evidence that supports the advantages of choosing wool over synthetic fibers.
According to John Roberts, the Managing Director of the Woolmark Company, it is projected that synthetic fibers will dominate 73% of the clothing market in the next decade. These fibers, which originate from fossil fuels, have a significant environmental impact, particularly during their usage and at the end-of-life stages. Roberts emphasizes that it is crucial to comprehend that wool fibers biodegrade in both land and marine environments, making them a sustainable choice that does not contribute to microplastic pollution.
The “Wear Wool, Not Fossil Fuel” campaign serves as an important step toward raising awareness about the environmental consequences of synthetic fibers and encouraging the use of natural fibers like wool. By educating consumers and promoting the benefits of wool, the Woolmark Company hopes to inspire more sustainable choices within the fashion industry.
Useful links:
– Learn more about the Woolmark Company
– Greenpeace article on the environmental impact of synthetic fibers
