Greenpeace Netherlands and agency Pool Worldwide tried to make online shoppers aware of the price that is paid for cheap fashion with a websitefor a fictitious brand called Fashion Victims. To promote the launch, Fashion Victims was "giving away" free blouses, with TV celebrity Zarayda Groenhart fronting the campaign. People were directed to the site via social media and banners on fashion blogs. Groenhart then explains in a video that "cheap" fashion comes at a price, as toxic chemicals are often dumped in rivers and pollute the ecosystem of the countries where they are made. Viewers are then invited to sign a petition online, with a chance to win a trip to London Fashion Weekend if they participate. Pool also shows how the film was made in a specially constructed set, Making Of video.
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