London-Based Agency Uses A Pair Of Jeans To Send A Powerful Message


By: Uncreative, The Agency Creatives: Villy DevliotiAda Alti

Before the #metoo began trending on twitter and extending to other social platforms, Tarana Burke created the campaign as a grassroots movement in 2007 to reach sexual assault survivors in underprivileged communities as she explains to Ebony this past October.

“It wasn’t built to be a viral campaign or a hashtag that is here today and forgotten tomorrow… It was a catchphrase to be used from survivor to survivor to let folks know that they were not alone and that a movement for radical healing was happening and possible.”

With the campaign trending globally, and Brandwatch reporting over half a million updates using the #metoo in the last 30 days, Burke told Ebony “What’s happening now is powerful… And I salute it and the women who have disclosed but the power of using ‘me too’ has always been in the fact that it can be a conversation starter or the whole conversation ― but it was us talking to us.”

To extend the conversation and enact real change, the creative team of Villy DevliotiAda Alti from London-based agency Uncreative, The Agency is sewing a powerful message into everyday fabric with their idea, PIECE OF US/PIECE OF ASS. Here’s where you can hear more about PIECE OF US/PIECE OF ASS directly from Ada & Vil.

“The point is not to protect women, but to send a message to potential “offenders” that this is not acceptable. And, since harassment is, unfortunately, part of everyday life, why not use everyday clothes to host our message?” – Villy Devlioti

Now it’s time for Levis, Diesel, Gap, Lee Jeans, and others to get involved with #PieceOfUs and use the fabric of their jeans to change the fabric of our society. Let’s get people talking.


The above article was inspired by We are Social Media, authored by Geoff Desreumaux:

From Social Trend To Branded Jeans: How The #MeToo Movement Must Lead To More


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