rights. The campaigns then tend to focus on a few specific firms. This concentrates resources, and is good publici-
ty wise. (Another reason for this is that small firms also have less power for change.) Examples are C&A (the
Netherlands), Hennes & Mauritz (Sweden) and Nike (everywhere). This approach has clearly had good results, but
there is a negative side as well. People might think that only one firm is violating workers rights and in need of con-
demnation. As a result people are encouraged to overlook others who are equally in the wrong. Or, when the firm
changes policy, as C&A and H&M both did, people think the problem has been solved. The danger exists also that
stories of the workers are becoming stereotypes (Olga from Ukraine, age 20, paid a low wage, has two children,
etc.).

It is fun to "hijack" the slogans and logos of big firms, and in most of the cases this does not have any legal conse-
quences. Reusing and de-contextualizing "their" signs is useful to tamper with the image of the companies, the most
valuable asset they have. It means taking into account the identity that the company tries to project, and using it. A
company that uses a hyped, arrogant marketing campaign, which tries to shock its audience -- Benneton, for exam-
ple with it’s "true colour of money” is a prime target for “adbusters" (as in Canada, by a group of the same name) and
also ensures that any information on their bad working conditions (the use of child labour at a Turkish subcontrac-
tor tin Benneton's case) is immediately news. The slogan “Just Do It!" worked well for a while, but then people got
tired of Nike's "hipness” and brutal forms of appropriation of youth and underground culture. Their call for unity and
attempts to mobilise the young consumer masses in the end turned against them. It is fairly simple and effective to
turn the Nike logo upside down, drowned in blood.The international Nike campaign detourned the tagline, initiating
a “Just Stop It" campaign, calling on the company to “do it just." In some cases the Adidas goal was altered to re-
flect reality, announcing the possibility to “work for a pittance to reinvent soccer."

At the same time, we have to be careful not to get stuck in the image-battle. Companies confronted with campaigns
these days see themselves as only having a "communication problem,” and try to come up with solutions in that
sphere. Campaigns usually have a problem with the way production is organised, and the debate and action should

focus on this.

This target-group oriented approach, making many different translations and versions of the same information, is to
this day limited to the old media. The internet, most of all, is a storage medium, which can be used as an on-line
archive. Access to all the available information and databases has to be created. Archives as such are chaotic and
have to be put in order before they go on-line. What to do with unuseful piles of paper and computer files? The cam-
paign, so far, has not yet managed to solve the question of the information architectures of its website. The question
remains how to navigate through all the reports, e-mails, affiliated organisations, urls, databases, etc. the website
is being looked at by many visitors so it would make sense to quickly act and come open with a new, open structure
of for site. It can in theory enormously broaden the distribution of our info to a consumer audience in the same medi-
um where corporate agents display there marketing, brand identity, annual reports, etc. normally, we are forced to
operate in a different space, for example we can never compete with them on TV.

This is primarily a question of human resources. So far there is no capacity to do this job. Designers and program-
mers are hereby invited to contact the Clean Clothes Campaign. It would be ideal to have weekly, or even daily up-
dates, constant inputs from outside and continuous maintainance. The internet still has to be discovered for its po-
tential to do on-line updates and internet-specific campaigning. A nice example is a.technical error somewere on
the Nike site which causes consumer questions and suggestions to nike to somehow end up in our mailbox, which
means we can answer them. People suggesting new product lines or advertising possibilities for Nike thus receive
info on working conditions instead.

More and more, the internet is used these days not only to provide information but also to do research. It is a gen-
eral tendency that data are being privitized, locked in corporate intranets or commercial databases. The disadvan-
tage of buying information on-line is the lack of context. We can no longer browse through the hardcopy of a certain
report. Instead, we only get the specific information we asked for (for example through a search engine). creating a
database ourselves that does not have this same disadvantage presents a real challenge. How can we prevent in-

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