The campaign, created by Leo Burnett, warns the public of the dangers of unethical, 'bad pants', through the tales of a mythical creature known as ‘The Panteater'. The viral campaign is supported by digital activity on social networking sites such as Facebook and Twitter.
At the heart of the campaign is a documentary exposing the plight of Jessie Welk, the victim of a panteater attack because he was wearing ‘bad' pants, and is now a committed recluse. The film focuses on the darkly humorous lengths that he goes to in order to protect himself.
There are more than 12 million ‘bad pants' in the UK containing traces of the banned pesticide Endosulfan. The campaign carries a message informing the public that Endosulfan is responsible for poisoning and killing 20,000 farmers in the developing world every year.
On 7 July there will be a global Pants Amnesty hosted by Pants to Poverty. This will unite 16 countries and tens of thousands of people to make a stand against the unethical cotton trade, participants will be invited to swap their bad pants for a pair of fairtrade, pesticide free, ethically garments.
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