HAGAR: Patterns of Hope
Using fashion as a tool for effective fundraising and awareness.
A little about the brand:
HAGAR is a global humanitarian organisation that empowers people who have escaped sexual slavery and/or human trafficking. They approached us to create an awareness and fundraising campaign around their cause.
What really shocked us when we first started researching was how none of us knew that Singapore is a popular transition point and destination hub when it comes to human trafficking.
It was all happening right under our noses with many of the victims unable to seek help because they didn’t have the language to express themselves. This inspired the main campaign idea to make people look harder and read between the lines through an exclusive line of scarves done in collaboration with a series of local artistes.
Some challenges in getting this out:
The client budget was really tight so the team really pulled their weight in putting the campaign together. From site build to product shoot, we pulled favours when we could and hustled on our own when necessary. All production was done in China in order to keep within the budget and the distance definitely taught us all a lesson in supervising quality from afar.
Why this mattered to me:
After the campaign, the clients invited us to meet with some survivors to really grasp what all the money and awareness amounted to and I would say it really put all the hard work in perspective. In the course of our work, we seldom get a chance to say what we do changed a person’s life and if this project played even the smallest part in one story – it was the very least we could do.
Where this was seen:
Retail, social and targeted ads.
