We designed a sweater to look like one of the typical fashionable Christmas sweaters that have become quite trendy in recent times. Our sweater also sported a design involving snowflakes and animals, but employed these icons to demonstrate the impact of climate change – hurricanes, rising sea levels, melting ice caps. A perfect fit for both ordinary people and celebrities willing to make a fashionable statement against Global Warming.

First we designed and produced the Uncozy Christmas Sweater from purely natural materials. As soon as the it was available in their online shop, WWF sent samples out to Swiss influencers and celebrities known to be sympathetic to their cause and asked them to post selfies and a message in social media. We then fed this to the local media, and the message became self-supported across social and other media. Orders started pouring in almost immediately.

The largest Swiss newspaper dedicated a two page spread to our project, all other news channels talked about it as well, Swiss national television featured it at length and it was a big topic all across social media. It even worked across the borders: orders came in from as far away as Mexico and Pakistan. Earned media equalled around 1.5 million Swiss francs. The sweater sold out within 36 hours, with hundreds of orders still pending, and so not only raised awareness, but even collected quite a bit of money for our important cause. As far as a change in behaviour is concerned, let’s just keep our fingers crossed.