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Assignment 1 has been informative and useful in helping me conceptualise my ideas about this issue, I'm glad I've taken the time to go through these brainstorming processes as it has helped me redefine a topic that I am interested to produce content for but is also not too broad for me to attempt to tackle for this assignment. I'm quite happy with the results and look forward to continuing on with my video.

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I'm excited to begin putting together my promotional video, writing up my treatment and synopsis for the video has really painted a vivid picture in my head for how I would like to portray the issue creatively and I hope that I am able to create something that lives up to my ideas. I'm a little nervous and apprehensive about how exactly I'm going to bring my ideas to life as obviously I don't have a big budget or equipment to produce a full scale production and we haven't talked in-depthly in our Digital Media classes about how exactly we plan on going about the execution of the video (if we'll be filming parts ourselves or using online content) but I am eager to find out and hope I won't have to adjust my original plan too much.

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My Recycled Clothing Promotional Video Synopsis

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My Recycled Clothing Promotional Video Synopsis

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My promotional video will be a rather upbeat clip for the most part, chronicling the journeys of two respective pairs of jeans with a bit of a sobering end. One of the pairs will be thrown into the garbage and taken to landfill within the first few scenes of the video, while the other pair will be donated and recycled by it’s original owner, and then re-purchased again and again while the other pair of jeans will be eventually revealed by the end of the video to still have been sitting in landfill untouched by time the entire time, at which point the upbeat feel of the video will change to a more serious tone. The point of this video is to illustrate the after effects of clothes disposal; something that not many consumers consider when purchasing or discarding of apparel. The characters/jeans wearers and buyers in the video are not really relevant to the message being portrayed but serve as a plot device moving the jeans along.

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Recylcled Clothing Promotional Video Treatment

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Recylcled Clothing Promotional Video Treatment

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*Upbeat music*

Two young women attempt to put on jeans that are too small for them
at the same time in their respective homes (split screen?).

They both appear frustrated by the struggle, are depicting attempting to do them up lying down, jumping around in them, etc., to no avail. The jeans are too small.

Woman #1 angrily throws her jeans in the trash and Woman #2 donates them to a second-hand store.

At the second hand store, Woman #2’s jeans are shown being put back on rack for purchase, bought by young woman #3.

*Time Passes*

Woman #3 is shown attempting to fit into Woman #2’s jeans that she purchased from the second-hand store after time has passed and can no longer fit in them.

She donates them back to the same second-hand store. At the second-hand store, the jeans are shown being put back on rack and it is implied they are bought by someone else who is not seen (only a hand picking up the jeans off the rack again)

*Silence/Suspenseful Music*

Camera pans over clothing landfill site and woman #1’s jeans sit in piles of landfill untouched by time.

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In my promotional video I want to encourage people to recycle and reuse their clothing and textiles. I want my video to be mostly upbeat but also to outline the importance of doing this because of the environmental impact clothing waste does have. I think in the end of my video I want to have a sobering shot on a clothes landfill so that people can really see the damage done by clothing as Birtwistle, Moore and Morgan suggest.

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My original assumptions about recycled clothing helped me identify stakeholders and other demographics involved in the issue that I previously didn't consider

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While reviewing and working on my mindmap, I've been thinking more about the target demographic of my video and I think I'm going to aim to target people in a middle class income bracket rather than to specifically try and appeal to the very rich or for lack of a better term, the lower class or less fortunate as I feel like my focus would have to be more niche or specific change assumptions about secondhand and recycled clothing for people in a very high income bracket who may have reservations against buying or wearing it because they believe it's "for poor people," or targeting people in a very low income bracket who may already buy secondhand clothing because of it's affordability. My mindmap has helped me come to this conclusion. According to my research, specifically Hine's and Swinkers 1996 study, their subjects were more interested in the price of the garment than the fibre content, suggesting people won't really care if the materials used to make their clothes are recycled as long as it's affordable. I think this could be used as a selling point especially if my target demographic is not particularly rich or not particlarly poor, Hine's and Swinkers' study indicates  they will still be inclined to purchase the cheaper item.

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I've decided that out of all of the eighty things that I have identified as things I possibly wanted to promote for assignment one, I have decided to promote recycled clothing. I personally don't recycle a lot of my clothing and do tend to buy a lot on whim and am a bit of a hoarder, while I do donate clothes to the op shop that I work at, I don't really donate fabrics or reuse clothes. One of the reasons I chose this as something I would want to promote is because I have read (although I can't provide a source) that the continuous buying of new clothes as trends change is becoming a huge environmental concern because of the amount of clothing being thrown out. More research will need to be done.

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Jegethesan, K., Sneddon, J.N. and Soutar, G.N., 2012. Young Australian consumers’ preferences for fashion apparel attributes. Journal of Fashion Marketing and Management: An International Journal, 16(3), pp.275-289.

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Hines, J.D. and Swinker, M.E., 1996. Consumers' willingness to purchase apparel produced from recycled fibers. Journal of family and consumer sciences (USA).

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Bjork, J.(2010). Recycled couture at NY fashion week. Retrieved October 11, 2012, from Goodlifer http://www.goodlifer.com/2010/02/recycled-cout ure-at-ny-fashion-week/

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Birtwistle, G; Moore, C.G 2007, 'Fashion clothing – where does it all end up?, International Journal of Retail & Distribution Management, Vol. 35 Iss: 3, pp.210 - 216

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some DIY ideas about recycling clothes that can be done at home

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some DIY ideas about recycling clothes that can be done at home

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I've had an idea that my promotional video can depict people recycling their own fabrics and textiles at home to create new garments therefore creating less waste by not throwing away reusable fabrics and not buying as many new clothes. People who tend to buy a lot of new clothes could benefit from reusing their old as well as people who don't have as much money to buy new clothes. (Two possible target audiences)

https://au.pinterest.com/angieemond/diy-recycled-clothing-ideas/

http://www.goodhousekeeping.com/home/craft-ideas/how-to/g1336/upcycled-clothes/

(Pictured: Skirt made from sheet)

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Morgan, L.R. and Birtwistle, G., 2009. An investigation of young fashion consumers' disposal habits. International journal of consumer studies, 33(2), pp.190-198.

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Young, C; Jirousek, C; Ashdown, S 2004, 'Undesigned: A Study in

Sustainable Design of Apparel Using Post-Consumer Recycled Clothing', Clothing & Textiles Research Journal, vol. 22, no. 1-2

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http://www.takepart.com/video/2015/05/29/clothes-trash-landfill

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I've been looking online about the environmental effects of clothing waste, which my research (Especially in Birtwistle & Moore's 2007 article and in Morgan and Birtwistle's 2009 article) indicates most consumers are not actually aware of the extent, I think it's important that in my promotional video I highlight just how detrimental this is on the environment and make sure it's obvious that it is a growing problem that needs a solution.

Some useful and interesting links:

http://blog.cariloha.com/long-will-clothes-live-landfill/

http://fashion.telegraph.co.uk/news-features/TMG10312077/Vivienne-Westwood-Everyone-buys-too-many-clothes.html

Vivienne Westwood, a prolific high-end clothing designer creates designs using recycled fabrics which leads me to believe recycled clothing could be popularised or a fashion statement.

http://www.takepart.com/video/2015/05/29/clothes-trash-landfill/

http://www.huffingtonpost.ca/craig-and-marc-kielburger/clothing-waste-canada_b_10634478.html

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1. Therapy
2. Emotional education in Australian curriculum
3. Hemp
4. Recycling
5. Feminism
6. #BringThemHere - Bringing refugees from Nauru and Mannus to Australia

7. Desexing Cats & Dogs
8. Adopting/Rescuing pets instead of buying from pet stores

9. Therapy programs for paedofelia

10. Renewable Energy
11. Recycled/Vintage Clothing
12. Reading
13. Unions
14. Socialism
15. Travel
16. Free Education
17. Universal Healthcare
18. Healthy Eating
19. Kindness
20. Safe Sex
21. Sex Education
22. Better Prisons
23. No animals in captivity, only protective reserves.
24. Road Safety
25. Public Schools
26. Contraception
28. Vegetarianism
29. Medicinal Marijuana
30. Stem Cell Research
31. No animals in circuses
32. End animal testing
33. Separation between church & state
34. Population  control policies (one child policy, etc)
35. Biodegradable clothing
36. Free pap smears
37. Free pads & tampons for all women
38. Vaccinations
39. Less Sedentary lifestyles
40. Volunteering
41. Community Activism
42. Community Gardens
43. Less water waste
44. Free needle drives
45. Exercise
46. Homeless Shelters
47. Reading to children
48. Reading daily
49. Planting Trees
50. Meditation
51. DBT
52. Organizational coaching
53. Regular cancer screening
54. How to check for lumps
55. Minimizing waste
56. Banning Microbeads
57. Not littering
58. Forming treaty with Aboriginal people
59. paying retribution to our Nation's first people
60. Insurance
61. Carbon Tax
62. Lowering our carbon emission
63. Biodegradable plates
64. Same Sex Marriage
65. Tolerance
66. Banning foam packaging
67. Bringing your own bags to the grocery store
68. Nurse hotline
69. Proper food handling procedures
70. Proper hand-washing
71. Regular dental check ups
72. Hygiene
73. Sleep
74. Growing your own food
75. Stricter laws regarding pet ownership
76. Keeping cursive alive
77. Buying local
78. Animal Conservation
79. Anti-Violence
80. Anti-Racism