Wear Wool, Not Waste the second chapter launched by AWI

AWI’s subsidiary, Woolmark, has released the second chapter of its Wear Wool, Not Fossil Fuel global campaign. With a tagline Wear Wool, Not Waste, this powerful campaign and short film frames wool as a transformational solution to fashion’s environmental challenges. Highlighting the issue of plastic clothing, the video – which has had more than 16M views since its launch – boldly spotlights the inherent properties of wool: natural, renewable, biodegradable and the world’s most recyclable apparel fibre.

Wear Wool, Not Waste is being rolled out in key wool-growing areas across rural media and Channel 7 and 9 throughout October. The video was played pre- and post-AFL grand final across 7Regional and 7Metro and during the game across 7Plus, as well as played pre- and post-NRL grand final on 9Regional and during the game on 9Now. The USA, UK and France will also be targeted via cinema, streaming services and social media, as well as billboards and digital screens in high-foot traffic locations across New York, London and Paris.

To watch – https://www.woolmark.com/wear-wool?utm_campaign=wear-wool-not-waste

Changing consumer behaviour 

The campaign builds on the awareness and education Woolmark has created for Merino wool. It increases consumer understanding that Merino wool works with nature, whilst highlighting the impact of choosing synthetic clothing. 

Filter By Fabric

Woolmark launched Filter by Fabric last year to demand brands stop using misleading language, provide accurate fabric descriptions in product names, and introduce fabric filters on e-commerce sites to help shoppers make more informed choices. 

More than 7000 pledges have been made and woolgrowers are invited to sign the pledge at filterbyfabric.com.  Source: AWI