‘The Cleanest Uniform in Australia’ asks schools to switch to Fairtrade uniforms

Schools across Australia have been encouraged to switch to child labour free uniforms in ‘The Cleanest Uniform in Australia’ campaign created by Y&R Melbourne.

The campaign aims to remind people no matter how dirty their shirts get they will “always be clean from child labour and unethical practices”.

Launched in association with a new website, the campaign explains how parents and teachers can switch to Fairtrade uniforms, what switching to Fairtrade uniforms means and how students can get their schools to switch to the organisation’s uniforms.

“The campaign is designed to highlight the choice that schools, parents and students have regarding uniforms – by simply switching to a uniform made with Fairtrade cotton they can make a positive impact on the lives of children around the world,” Fairtrade Australia CEO, Molly Harriss, said in a statement.

Brad Smith, group account director at Y&R Melbourne, added most schools aren’t aware their uniforms are made in countries where the children can’t go to school due to their duty to work to produce cotton.

“Half of Australians aren’t aware of the Fairtrade Mark and yet the majority of us are influenced by the important work they do – preventing child labour, paying a fair price and ensuring sustainable farming practices. Highlighting the positive impact of Fairtrade via school uniforms is a powerful way to connect with Australians,” Smith said.


  • Client – Fairtrade
  • Hannah Andersen – Public Engagement & Advocacy Manager
  • Kim Greenstone – Program Manager – Public Engagement & Advocacy
  • Amy Botta – Business Development
  • Cormac Sheehan – Marketing Campaigns Manager
  • Juno Scott-Kelly – Marketing & Digital Communications Manager
  • Agency – Y&R Melbourne
  • Jake Barrow – ECD
  • Carissa Finneren – Copywriter
  • Janice Ko – Art Director
  • Christine O’Keefe – Senior Strategist
  • Brad Smith – Group Account Director
  • Lil Shelmerdine – Account Director
  • Louise Brugman – Senior Account Manager
  • Emma King – Producer
  • Photography – Thom Rigney
  • Content Production Company – NewMac

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