Gear Seven/Arc Studios
I Like Music
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Mother Supports Key to Freedom

Creative 0 Add to collection

Vulnerable Bengali women sell hand-printed scarfs through Topshop

Mother Supports Key to Freedom

The Women’s Interlink Foundation (WIF) has launched an initiative whereby scarves made by vulnerable young Bengali women will be sold in the UK through Topshop, with all the profits going back to the women.

The charity’s Key To Freedom initiative, which is supported by HRH the Duke of York, provides women in West Bengal in India who have been exposed to domestic abuse, and in most cases trafficked into the sex trade, with skills to earn an income.

The initiative is supported by a point-of-sale, digital and social media campaign by Mother. 
Each Bengali woman signs a swing tag attached to the hand-printed scarf she has created which carries the call to action “Share how you wear your scarf at” - encouraging people who buy the garment to submit pictures of themselves wearing it.

These images will form the basis of the brand’s social presence and provide content for its Facebook page at

Key To Freedom branded scarves will go on sale in Topshop in London, New York, Las Vegas, LA, Hong Kong and Melbourne on July 16th. 

WIF provides accommodation in safe houses for the women where they are taught sewing and textile printing. The Indian printed designs available Topshop are an example of the garments the women hope to produce to help them become economically independent.

Kieran Bradshaw, strategist at Mother, said: “We have a great set-up with WIF, a beautiful product and now a great brand, so this initial launch is just the starting point in being able provide an income for the girls and to build a sustainable social enterprise model. “


Creative Agency     Mother
Art Director     Mother
Copywriter     Mother
Planner     Mother
Agency Producer     Mother

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world., Thu, 18 Jul 2013 10:07:48 GMT