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A huge amount of campaigning and activism in relation to the business practices of fashion brands now takes place on social media, with new tools frequently emerging to hold companies to account.

One such mechanism with increasing potency is the meme; a still image overlayed with text that is designed to garner attention and be shared on platforms such as Instagram, Facebook and Twitter (X).

Clean Clothes Campaign is a leading proponent of this within the fashion and textiles space, with memes regularly appearing on its social media feeds as a way to use humour to engage audiences with very serious issues.

Whether calling out greenwashing, pinkwashing or misleading claims, the campaign group has placed memes central to its online campaigning strategy.

Bogu Gojdź, who works for Clean Clothes Campaign’s international office as a public outreach co-ordinator, explains how and why the organisation is using these social media posts to tackle corporations’ bad practice.


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