'Wristbands were a decent way of passing on a message,' said Small Japanese Soldier creative director Andy Hunns. 'But now there are free ones on the front cover of Smash Hits saying "I'm drunk" and blokes selling them on Oxford Street.'
While acknowledging the ironic slant of the campaign, Hunns said: 'As long as it directs people to Attitude is Everything then it has done its job.'
Wristbands became popular when Lance Armstrong's Livestrong cancer charity adopted them in 2004. More than 50 million have been sold worldwide, inspiring dozens of copycat schemes.