The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
Time to read
2 minutes
Print
a- a+
Published 15 years ago
Last updated 1 year ago
Read so far

Eco-tips for Jeans

1 comment
Through an entertaining approach with its public service announcement (PSA) "Eco-tips for Jeans", the United Nations Environment Programme (UNEP) hopes to provide young people around the world with practical tips on what they can do to participate in the fight against climate change. The PSA, which was produced by UNEP's Division of Technology, Industry and Economics (DTIE), focuses on what is, for many youth, one of their favourite pastimes: fashion in general, and their jeans, in particular. UNEP aims to make youth aware of the impact that their activities and consumption patterns can have on the environment (e.g., the number of times jeans are worn before being washed, the washing temperature, the use of detergents, the machine-drying, and the ironing). Another fact that UNEP hopes to communicate through this PSA is that a well-maintained garment will last longer, thus generating less waste.
Communication Strategies

Eco-tips for Jeans is an initiative centred around a television (TV) spot that aims to demonstrate in an explanatory but fun and humourous way that we can all participate in the fight against climate change by adopting good practices during the so-called "use phase" of our jeans. Available in English, French, and Spanish, the spot is being broadcast on international TV and web channels, and will be displayed at conferences around the world. (Click here to gain access to the PSA in your language of choice.)

Specifically, the 30-second spot features a couple dancing Tecktonik - which organisers describe as "a trendy movement in France, which is currently spreading in many countries" - in a typical urban environment. Split-screens and "catchy" music aim to provide an appealing backdrop for sensitising young people to ecological tips. "We wanted to find a way to make our environmental messages more accessible to young people. Hence our decision to present something positive and engaging that will hopefully prompt young people to take action rather than leaving them feeling helpless", states Mr. Robert Bisset, Head of Communications at UNEP DTIE. Along these lines, what are intended to be clear, concise, and relevant tips are highlighted throughout the TV spot, such as: wear your jeans at least 3 times prior to laundering them, wash them in cold water, do not use a dryer, and refrain from ironing.

Development Issues

Environment, Youth.

Key Points

UNEP explains that "[t]he number of wash cycles drives environmental impacts and the application of 'smart technology' that halves the number of washes in the life cycle of the product is beneficial. For the end-consumer, the effect of reducing the number of washes will be to reduce the need for electricity, water and detergent (the choice of the detergent itself is actually also important). Washing at a lower temperature reduces environmental impacts. Moreover, elimination of tumble drying (which uses around 60% of the use phase energy) and ironing, in combination with the lower wash temperature, leads to around 50% reduction in global climate change impact of the product."

Click here to learn more about the project (in PDF format).

Sources

UNEP press release forwarded by Solange Montillaud-Joyel to The Communication Initiative (The CI) on March 11 2008; UNEP DTIE website; and email from Solange Montillaud-Joyel to The CI on July 8 2008.

Comments

User Image
Submitted by Anonymous (not verified) on Thu, 06/05/2008 - 16:23 Permalink

Does anyone know if any of the manufacturers of designer jeans are stepping in line to be more eco friendly?

Teaser Image
http://www.unep.fr/scp/sc/img/logo1.jpg