S.A.F.E: They weren’t born to be worn
The "They Weren't Born to Be Worn" campaign, launched during New Zealand Fashion Week, was a bold initiative by S.A.F.E. (Save Animals From Exploitation) to raise awareness about the ethical concerns surrounding the use of animal products in fashion.
PURPOSE:
Raise awareness about the use of animal products in fashion
EverForest aims to empower millions of mobile gamers to plant real trees and grow healthy ecosystems.
They Weren't Born to Be Worn" Campaign
The "They Weren't Born to Be Worn" campaign, launched during New Zealand Fashion Week, was a bold initiative by S.A.F.E. (Save Animals From Exploitation) to raise awareness about the ethical concerns surrounding the use of animal products in fashion. The campaign aimed to challenge the fashion industry’s reliance on fur, leather, and other animal-derived materials by highlighting the message that animals are not commodities to be exploited for clothing. Through striking visuals, powerful messaging, and high-profile partnerships, the campaign called on both consumers and designers to rethink their choices and embrace cruelty-free, sustainable fashion alternatives. By positioning this message at one of New Zealand’s biggest fashion events, S.A.F.E. sparked a nationwide conversation about animal rights and the future of ethical fashion.
Our role in the campaign
The "They Weren’t Born to Be Worn" campaign was the brainchild of Nick Clements, who, in collaboration with the agency he was working with at the time, proactively recognized the growing issues of animal cruelty in the fashion industry. Driven by a deep sense of responsibility and a desire to raise awareness, Nick reached out to S.A.F.E. (Save Animals From Exploitation), proposing a partnership to amplify their message during New Zealand Fashion Week. Nick and the agency played a pivotal role in developing the campaign’s strategy, creative direction, and media outreach.
Results
The campaign garnered extensive media coverage, highlighting the importance of cruelty-free fashion and promoting the message of compassion for animals. It also helped to build a coalition of designers and brands who committed to reducing or eliminating the use of animal products in their collections. The campaign’s visibility led to increased support for ethical fashion alternatives, making a tangible contribution to the ongoing movement toward more sustainable and animal-friendly fashion practices.