Awareness of the negative impact the fashion sector has on people and planet is growing.* Beyond meeting basic needs, our decisions around fashion are fuelled by aspirations, cultural and social context and how we express our identity. In much of Africa the pressures to meet basic needs overshadow the rush to cut carbon - but societal and consumption aspirations remain similar. How can we better understand fashion related decisions and consume better?
From July 5th - 7th a 3-day social media challenge tackled the issue of plastics, how to redesign aspirations along regional realities and celebrated local designers on the continent. The challenge applied the sustainable living approach of the Anatomy of Action, in support of the GO4SDGs initiative.
Who joined the challenge? Almost 250 activators and 20 social media influencers and organizations took inspiration from the evidence based actions and visual assets and created messages and original content to suit their realities.
The results? The hashtags #MadeInAfrica and #AnatomyofAction recorded a reach of 3.3 million, with 1,000+ social media posts and stories spanning the continent.
The youth targeted #MadeInAfrica challenge mobilised the public, organisations, and cultural and social influencers to raise awareness and promote sustainable lifestyle choices around #CelebrateLocal #DitchDisposables and #Upcycle. Participants celebrated local fashion designers and culture, said no to plastic and single use items and upcycled items that may otherwise be discarded. These everyday actions, when taken individually and accumulated, can and will have positive impacts on the health and sustainability of Africa and the world.
The Anatomy of Action was founded in a partnership between the United Nations Environment Programme and The UnSchool of Disruptive Design. Separating lifestyles into 5 areas of action: food, stuff, move, money, and fun and based on scientific evidence, the framework outlines the top-level individual changes to help contribute to the Sustainable Development Goals.
The #AnatomyofAction challenge is ongoing with more supported reactivations planned, so you can contribute today using the hashtags #AnatomyofAction, #ActNow and follow and tag @TheOfficialAnatomyofAction on Instagram.
*The fashion industry is the world's second largest pollutant and currently poses a major problem for African nations. WRAP estimates that 70 per cent of all the UK’s used clothing is sent overseas, and prior to the pandemic, 15 million items arrived in Ghana alone weekly, with about 40 percent of those being discarded. Waste management systems are under remarkable pressure and much of this #stuff chokes drainage systems, pollutes oceans and damages ecosystems. Source.