Shirt Control for Wereldsolidariteit
We all expect our sports heroes to renounce doping and be clean. But when it comes to our favourite sports clothing brands we don't apply the same standards. This is remarkable, since most of our sportswear is made in unsafe factories by workers in Cambodia, Indonesia and Bangladesh, working long hours for a miserable wage.
The goal was to urge everyone to sign the Clean Clothes petition, following the example of this year’s Tour of Flanders winner Philippe Gilbert. By doing so, pressure could be put on Belgian sports brands to give textile workers in Asia an honest wage and humane working conditions.
To raise awareness amongst athletes and sports enthusiasts, we wanted to perform a stunt at a popular cycle tour. Instead of doping controls, our idea was to introduce a shirt control to get the attention of both participants and the Belgian press. And we started with the biggest event we could think of: the “Tour of Flanders”, the biggest cycling event on Belgium’s cycling crazy agenda.
Every controlled participant got to hear the truth about the production conditions in which their sports shirt was made. Not even Kris Peeters, Deputy Prime Minister, got away without a confrontation.
The petition gathered more than 10,000 signatures, including prominent Belgian politicians and athletes. Furthermore, the campaign was picked up by various Belgian radio channels and newspapers which resulted in a lot of free media impressions.