We decided to speak to the fashion conscious in a language they understand. We created the world’s first anti-fashion show with couture lifejackets as a means to deliver our message: Does a lifejacket have to be fashionable to save your life?

Our Anti-Fashion show was called 'Fashion To Live For' and billed as a designer slot within Fashion Week - a prestigious event in the fashion calendar.

Some of South Africa’s bravest designers volunteered to create one-of-a-kind couture lifejackets to deliver our strong anti-fashion message. Fashionistas and media lined up to buy tickets to the show unaware of the hidden anti-fashion message.

The actual event took place on Saturday, 4 July during a prime Fashion Week slot. The conversation started two months before the show and lasted well into Jan 2016. That weekend, Fashion To Live For trended in South Africa and was considered one of the most successful shows during Fashion Week.

Fashionistas and media embraced our campaign and championed our safety message. Lifejacket awareness was the most talked about topic of the season garnering the NSRI over R5400 000 in earned media. And all of this done with 0 budget.

From prime time fashion TV to fashion blogs, the conversation started two months before the show and lasted well into Jan 2016. That weekend, Fashion To Live For trended in South Africa and was considered one of the most successful shows during Fashion Week.