Campaign group Pants to Poverty, alongside Pesticide Action, staged the first Global Pants Amnesty across 16 countries last week. Activists gathered in London to swap their old pants for a free pair of organic cotton ones. Sam Roddick and Dermot O'Leary supported the campaign.
Why the protest?
The group is calling on consumers to buy organic cotton pants to stop the use of the pesticide endosulfan. Although the substance is already banned in the EU, it is still used in parts of the developing world. The substance causes huge health risks to farmers exposed to the chemical. Bayer Group is one of the largest producers of the substance. The campaigners are asking people to post their oldest pants to their local Bayer Group office, asking them to drop the product.
How did the media cover it?
The charity's inhouse team, alongside Bright One Communications who provided a week's worth of pro bono support to the organisation, secured coverage in titles including Classic FM, Heat!, Love IT! and Closer. The Guardian also wrote a blog explaining the campaigners' argument. The Daily Mirror and Metro used the angle that UK consumers have 'poison in their pants'. The Times of India also wrote about the protest, while The Londonist did a preview.