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How to run a subvertisement workshop

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Back to school

How To Run A Subvertisement Workshop
A subvertisement workshop designed by Eeva Kemppainen for Eettisen kaupan puolesta ry (Pro Ethical Trade Finland).
Workshop video embedded above. ‘How to’ booklets available to download in Finnish here and English here. Eeva’s project blog is here. An archive of subvertisements produced by students can be found on Flick here. This page was originally published on the followthethings.com blog here.

Eeva Kemppainen took the ‘Geographies of material culture’ module that’s behind our site as an Erasmus student, did her Masters research at the University of Helsinki on the pedagogy she had experienced in the module and went on to work for the pro-Fair Trade NGO Eettisen kaupan puolesta (a.k.a. Eetti) in Helsinki. In 2014, she published a paper in the Finnish journal Natura (here) about ways in which her work for Eetti tried to engage students in humorous critiques of consumption and advertising through a pedagogy of culture jamming. In 2016 Eetti published Eeva’s booklet Medialukutaitoa vastamainoksista (also published in English as Teaching media literacy and the geographies of consumption) which set out how to run culture jamming workshops – like the one in the video above – and showcased the kinds of work that students produced. The booklet drew inspiration from a number of examples of trade justice culture jamming from the followthethings.com website. What can students examine, then cut up, rearrange and/or scribble on magazine adverts? They try to subvert advertising’s messages so that the information that is hidden – including the lives of the people who make what’s being advertised – is made visible. What they produce are called ‘subvertisments’. In this post, Eeva describes how she organises these workshops, and showcases some of the work that students can produce.

Page reference: Eeva Kemppainen (2015) How To Run A Subvertisemeht Workshop. followthethings.com/how-t-run-a-subvertisement-workshop.shtml (last accessed <insert date here>)

Estimated reading time: 10 minutes.

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Fashion Transparency Trump Card Game

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Back to school

Fashion Transparency Trump Card Game
A card game developed by Ian Cook et al for originally for the Fashion Revolution (2014) and Fashion Revolution Brazil (2020)
Fashion Revolution Brazil’s instagram game video & YouTube Programa Educacional Jovens Revolucionários video embedded above. Resources available below. This page is an edited and updated version of posts originally published on the followthethings.com blog here.

When trade justice organisations produce numerical data about corporations’ ethical, sustainability or transparency there’s an opportunity to make this data accessible to students in the form of a Trump Card game that they can make and play with their own possessions. The initial idea for this game came from students taking the ‘Geographies of Material Culture’ module that’s behind the followthethings.com website (see our demo cards here and some cards made and played by students at Bath Spa University here). What’s presented below are a set of blank cards and an ongoing, updated set of data that your students could work with now. This game is an excellent ice-breaking activity to engage students in discussions of the pay and conditions of the people who make their clothes. It’s also a good way to encourage discussion of the terms that are being played with (what’s good ‘governance’ for example?) and to appreciate how corporations can and do make different amounts of effort to create a more ethical and sustainable economy (with limits). This game can be made and played by any group of people trying to learn the basics and/or intricacies of Ethical Trade and Corporate Social Responsibility.

Page reference: Ian Cook et al (2025) Fashion Transparency Trump Card Game. followthethings.com/fashion-transparency-trump-card-game.shtml (last accessed <insert date here>)

Estimated reading time: 15 minutes.

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Blood, Sweat & Takeaways

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Grocery

Blood, Sweat & Takeaways
A four-episode reality TV series produced directed & produced by James Christie-Miller for Ricochet Films for television broadcast on BBC3.
All episodes embedded above. Also available on Box of Broadcasts (with institutional login) here.

Lauren, 21, and loves luxury food. Jess, 19, is a fussy eater. Manos, 20, loves fast food. Josh, 20, loves to cook. Stacey, 20, is an ethical shopper. Olu, 25, is a fitness fanatic. But this group of multicultural Brits who don’t seem to care where their food comes from. Until they are approached by a TV company which challenges them to travel to Indonesia and Thailand and to step into the shoes of the farm, factory and trawler workers who source and process it for export. Over four episodes – on Tuna, Prawns, Rice and Chicken – they’re filmed working alongside supply chain workers, earning and spending the same 40p an hour wages, and living in the same places. They relentlessly gut, behead and loin tuna fish in a factory. They work in waist-deep mud farming prawns and up to their ankles in water in a rice paddy field. It’s hot. All they have to eat each day is a banana and a slice of bread. This is a shock to their systems. This is car crash reality TV. They crack under the pressure, retch, cry, faint, fall out, fight, refuse to work, slow down the production line, get sick, feel guilty, insult and patronise their co-workers and escape to a comfortable hotel, eat at McDonalds and get first class medical care. Olu is sent home after a fight with Manos. He’s replaced by James, a young farmer. At least he knows where food comes from. But, as they get over the shock, episode by episode, they are humbled by the experience and become more appreciative consumers. This is the second ‘Blood, sweat and…’ series broadcast by the BBC. And it’s equally successful, attracting big audiences, winning awards and being shown around the world. Its aim is to encourage young people to think about who makes their stuff, and to find their own solutions like the cast members do. Because this is reality TV, much of the discussion focuses on the cast and how ‘spoilt’ they seem to be, how terrible they are as British ‘ambassadors’ in Thailand and Indonesia, how distastasteful it is for them to ogle at squalour, and how easy it is for them – unlike the people they’re working alongside – to leave. Critics say that its reality TV format encourages an enjoyment of the casts’ meltdowns more than their thoughtful reflections. Others quibble the facts and argue that the series’ narrative arc is a work of fiction. Others say that it places too much emphasis on consumer awareness, without provinding any ideas about what viewers should do next. And there’s nothing in this series about other responsible actors in these supply chains (for a comparison, see our page on the BBC’s ‘Mangetout’ documentary here) and nothing about the need for structural change (e.g. living wage legislation). But the BBC sets up a web forum for people to discuss these issues and one cast member ends up on a late night BBC news show challenging some glib trade arguments made by a represenative of the British Retail Consortium. So, what does this TV series do for its British cast? Its Thai and Indonesian participants? The production company? The last one is easy. The success of this second ‘Blood sweat and…’ series is followed by the making of the next series. ‘Blood, sweat & luxuries’. Then, years later, TV production executives in Holland and the Czech Republic reported that it has inspired new reality TV series. The whole series was uploaded to YouTube in full in 2022, where a whole new generation of viewers – around the world – could engage with the series, its characters and its message.

Page reference: Harriet Clarke, Ben Thomson, Victoria Bartley, Katie Ibbetson-Price, Emma Christie-Miller & Harry Schofield (2025) Blood, Sweat & Takeaways. followthethings.com/blood-sweat-takeaways.shtml (last accessed <insert date here>)

Estimated reading time: 102 minutes.

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iPod

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Electronics

iPod
Undergraduate coursework written by Rebecca Payne, published in the Teaching Geography journal.
Full text below.

The students’ first task in the ‘Geographies of Material Culture’ module at the University of Birmingham is to make a personal connection between their lives and the lives of others elsewhere in the world who made the things they buy. These are the people who help you to be you, followthethings.com CEO Ian tells them. So choose a commodity that matters to you, that’s an important part of your identity, that you couldn’t do without. Think about its component parts, its materials, and the properties they give to that commodity and your experience of ‘consuming it’. And write a 500 word first person account that connects your lives. One student – Rebecca Payne – is sitting in the university library wondering what to write. To block out the noise, and to help her concentrate, she listens to music in her iPod. And this is what she starts to think about, and to research, for her coursework. She spends a lot of time with her ‘little white friend’. She charges his battery. Takes him for a run. And he helps her to create the sonic bubble she enjoys living in which connects her to the work of her favourite musicians. Here coursework wants her to pop the bubble, though. So she looks at the ‘made in’ information on her iPod, and they consults the internet for a iPod teardown, where tech nerds take things to pieces to see what their component parts are. Then she looks up news stories about their places of manufacture. She find some connections. And thinks about the factory workers who have also helped to create this bubble she enjoys so much. She finishes with catchy turn of phrase: ‘I can only feel separated because I’m so connected’ and, mimicking Apple’s advertising tagline at the time, ‘iPod therefore I am.’

Page reference: Rebecca Payne (2006) iPod. followthethings.com/ipod.shtml (last accessed <insert date here>)

Estimated reading time: 7 minutes.

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iPhone 4CF

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Electronics

iPhone 4CF
A spoof website, press release and direct action by The Yes Men & students from the Parsons New School for Design via the Yes Lab.
Website pages embedded in slideshow above. Original iPhone CF website – www.apple-cf.com – shut down. Now partly available here.

Culture-jammers the Yes Men create a spoof ‘Apple’ website to launch a new iPhone whose ingredients are ‘conflict free’. They announce that you can upgrade your iPhone 4 to the conflict-free version free of charge. Working with students from the Parsons School in New York, they dress up as Apple Store employees and hand out leaflets that encourage shoppers to go inside and upgrade their iPhone to a conflict-free one, at no charge. This is such a brilliant idea, especially with all the recent news stories about a civil war in the Democratic Republic of the Congo where these regular iPhones’ rare earth ‘conflict minerals’ could be sourced. For many, Apple is taking the lead in this highly competitive and fast moving sector. As it always loves to shout about. It’s acting to remove conflict minerals in its supply chains, and inviting its shoppers to come on board as ethical consumers. When the shoppers take their leaflets into the store and are refused their free upgrade… When they realise that a ‘conflict free iPhone’ does not exist… When the Apple Store staff, many of whom were pleasantly surprised that Apple was doing this, realise that some of the people who look like their colleagues may be activists causing trouble… When the police are called in… When the story gets into the press (the whole idea) and Apple is forced to quickly publish a press release denying that a conflict-free iPhone exists… When the Yes Men quickly release a fake Apple press release that explains what the company is (not) doing to remove conflict minerals from its supply chains… When Apple forces the web host for The Yes Men’s fake iPhone 4CF website to take it down within hours… … the knowledge that Apple’s iPhones contain ‘conflict minerals’ has become an international news story. It helps that the Yes Men are highly experienced corporate impersonators (they call this ‘identity correction’). It helps that the carefully planned and often hilarious unravelling of the lies they tell are a magnet for business journalists who often don’t have many fun stories to report. And it helps that this is a positive critique: it’s perfectly possible that Apple could produce a conflict-free iPhone if it put its mind to it. This isn’t a negative, anti-capitalist critique of Apple – although the company seems to respond as if it is – it’s a good idea. They’ve shown what it looks like. How Apple could market it. That shoppers would trade their only iPhones for a conflict-free upgrade. Critics call the activists’ understanding of supply chain sourcing and the war in the DRC simplistic, but this prank kickstarts a debate which – years later – saw the production of conflict free smartphones. We plan to add a page to followthethings.com about the most famous of these – the Fairphone – in due course.

Page reference: Jack Parkin (2018) iPhone 4CF. followthethings.com/iphone-4cf.shtml (last accessed <insert date here>)

Page also available in Finnish here (coming soon)

Estimated reading time: tbc minutes.

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Sim*Sweatshop

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Sport & Fitness

Sim*Sweatshop
An online video game by Jonny Norridge (concept and game programming) & Gavin Courtney (back end development) for NOW Nottingham and The Arts Council UK.
Gameplay video by WahWahQueenMew embedded above. Available to play free of charge on the Sim*Sweatshop website here (Adobe Flash needed).

Designer Jonny Norridge creates a game to simulate the experience of the shoe factory work that he’s been reading about. You slide shoe panels into place with your mouse. It ‘pings’ when one’s made. Then you make the next one. The clock ticks. Your energy levels fall. Your pay is terrible. It’s not enough to buy the food that you and your family need. You are interrupted by your boss talking about targets. He doesn’t like it when you want to join a union. It’s a simple, repetitive game that you – as a factory worker – can’t win. The idea is to put gamers in the shoes of the people who make the things that they buy. For them, there’s a familiar task sequence and reward structure. But this is real. It’s kind of fun to play, but also sucks. It’s the kind of game that’s given to school students as a quick and vivid way to explain sweatshop production. If they hate it, the lesson has worked. For those who want to know more, its website suggests further reading. There are other examples of trade justice activism in which consumers go to work in the factories and farms where their things are made (see, for example, the TV series Blood, Sweat & Takeaways on our site here). With these, you’re invited to empathise with someone supposedly like you – the contestants are often pitched ‘as typical’ consumers – trying to do that work. In this game, you’re all doing it yourself. So how effectively can a game-based simulation of factory work can be? What can it convey of the poverty and working conditions of show factory workers? It turn out that the answer is ‘a lot’. Sim*Sweatshop catches on. German and Hungarian versions are created, and it becomes part of other mainstream anti-sweatshop campaigns. But are young consumers the ones responsible for these sweatshop conditions? Should company executives, investors and politicians be playing this game too?

Page reference: Declan Coakley, Jack Johnson, Josh Li, Georgie Mitchell, Jack Saxton & Tom Weake (2024) Pipe Trouble. followthethings.com/sim-sweatshop.shtml (last accessed <insert date here>)

Estimated reading time: 25 minutes.

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Who made my clothes?

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Follow it yourself | Follow it yourself

Who made my clothes?
A ‘follow it yourself’ detective work task originally written for learners taking Fashion Revolution’s / University of Exeter’s ‘Who made my clothes?’ free online course starting in 2017 .
Introductory video embedded above. Course outline available on the Futurelearn website here (course no longer available). Course instagram feed here and twitter feed here. Search for learners’ blog posts here.

In the summers of 2017 and 2018, we ran a free online course called ‘Who made my clothes?’ with and for the Fashion Revolution movement. 16,000 people from all over the world, many with experience working in the industry, joined us for three weeks to Be Curious (week 1), Find Out (week 2), and Do Something (week 3). We’re hoping the course will run again but, in the meantime, wanted to share some of its content: the parts where we showed how fashion’s supply chains work and the places and lives they connect (via an excellent webdoc series from NPR which is featured on our site here) and then how you can do this research yourselves, with your own clothes, to create your own personal answers to the question ‘Who made my clothes?’ You can try this for yourself, set it for your class to do, whatever you like. It starts with each person choosing an item of clothing that’s special to them, one they wear every day, one they know nothing about. The mystery helps. Follow our advice… and see what you can find, and how you can creatively express and share these findings. This task will in volve a lot of educated guesswork, but you can always get in touch with the brands to see if you’ve got it right! We’ll add some of our learners’ posts along the way so you can see what’s possible.

Page reference: Ian Cook, Verity Jones & Kellie Cox (2025) Who made my clothes? followthethings.com/who-made-my-clothes.shtml (last accessed <add date here>)

Estimated reading time: 19 minutes

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iPhone 3G – Already With Pictures! (aka ‘iPhone Girl’)

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Electronics

iPhone 3G – Already With Pictures! (aka ‘iPhone Girl’)
Three photos of an anonymous iPhone factory worker found on a new iPhone and posted on the MacRumors forum by markm49uk.
MacRumors post screengrabbed and shown above. See the original post (and comments) here.

markm49uk has just bought a new iPhone 3G. He’s carefully unboxed and unwrapped it. He turns it on. Checks the photos. And find that it’s come pre-loaded with three images. It’s a young Chinese woman, seeming working on an iPhone production line. She’s smiling, making peace signs with her hands. She looks happy. markm49uk is curious. He posts the photos on MacRumors to see if anyone else has found fun photos like these on their new iPhones. Nobody else seems to have, but his post ignites an international ‘whodunnit?’ that starts in MacRumor comments and spreads far far beyond as forum members re-post the photos and markm49uk’s questions elsewhere. Who is this person? Where does she work? Will she get in trouble for this? Is she working in one of the Apple factories in China where workers have been committing suicide because of the working conditions? Why does she look so happy? Is she an Apple (or Foxconn – their manufacturer) plant? Is she just smiling because she’s having her photo taken? Why is someone taking her photograph with the phone that markm49uk bought? Are they testing its? Are all smartphones tested like this? Why weren’t these photos erased? What did markm49uk do with those photos? Did he keep them on his phone? Other people downloaded one to add to their phone’s home screen. To acknowledge the labour that went into their phone. They said it was partly her phone too because she helped to make it. So she should be visible. We, and so many others who came across these photos, love this example. It’s inspired other Apple activism because of its surprising warmth and humanity. Part of the reason it went viral is that it was a mystery for people to solve. There were so many unanswered questions! Another reason is because so many commenters thought this was an accident. All of the other worker ‘message in a bottle‘ examples on followthethings.com imagine a consumer receiving their message and hopefully doing what they ask them to do. But this example has no explicit message. Nobody seems to know what this young woman – and the person who took her photos – is trying to say. All of the tactics buttons we’ve chosen above are based on an assumption that the work we feature is a) activism and b) deliberate. But what if it’s just a few fun photos that one workmate took of another and forgot to delete? Why would such a simple accident cause such a stir? Why would it cause so many people to talk about trade injustice in Apple’s supply chains? We think it’s simple. Apple’s press at the time was all about worker suicides in its Chinese factories. But this worker seemed to be happy. How could that be possible, even in the few moments it takes to snap a few phone pictures? For many, these photos show something different. The discussions are fascinating.

Page reference: Ian Cook et al (2024) iPhone 3G – Already With Pictures! (aka ‘iPhone Girl’). followthethings.com/iphone-3g-already-with-pictures-aka-iphone-girl.shtml (last accessed <insert date here>)

Estimated reading time: 71 minutes.

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Barracetamol’s Family Reunion

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Health & Beauty | Home & Auto

Barracetamol’s Family Reunion
A cartoon character created, brought to life, placed, photographed and posted online by Elaine King, Nancy Scotford, Rosie Cotgreave, Katie Lewis, Jack Ledger, Alice Wakeley, Olivia Rogers, Dennis Yeung, Isabelle Baker and Hannah Willard.
Original interview with Barracetamol below. Family reunion photos available on Flickr here. Barracetamol’s twitter feed here. Download Barracetamol’s Family Reunion Action Pack here to print and place your own Barracetamol.

In 2012, students start the ‘Geographies of Material Culture’ by researching different examples of trade justice activism to add to the followthethings.com website (not all of them made it). Next, students who have researched different examples come together to create their own original examples of trade justice activism. They pick up some important ideas from their own research and what has already been published here on followthethings.com. They know the importance of taking commodities to pieces by looking through their ingredients and searching each one for mining, factory, farm and other human stories from their origins. They know the importance for filmmakers and activists of finding or creating a charismatic character for their audience members to relate to and empathise with. They’re familiar with literature arguing – and examples showing – that commodities have their own agentic power, can teach us things, and can be imagined coming alive and teaching us a few things. One group of students chooses something they all carry around with them: paracetamol. They look through its list of ingredients on the box. And look them up online. They find stories about talc and its miners and magnesium stearate and its connection to palm oil workers. These ingredients aren’t even in the pills, but they do help to make them. They use news stories to follow these two ingredients to their possible origins, and then turn around and look back towards their consumption. Yes, these workers and these ingredients help to make the paracetamol they carry around with them. But they start looking at the ingredients in other products, and find that talc and/or magnesium stearate are loads of other commodities too: toothpaste, paint, bronzer, beer and more. The task of the paracetamol cartoon character that they create – Barracetamol – is to go shopping with them, to find his missing relations, and to have his photo taken with related commodities with a little caption to post on his socials. He’s trying to tap into the vibe of those tear-jerking family reunion shows on TV. A familiar genre. The group’s creative process seems silly. The students enjoy it. They find it funny a lot of the time. But there’s a serious message about commodity-following behind this. At a teardown-level, countless commodities have the same ingredients sourced from the same places, mined and made by the same people. So a simple ‘this comes from there and therefore I should or should not buy it’ narrative obscures the complex interconnectedness of things in the global economy. Not everything is made for its final consumer. Barracetamol tries to convey a more complex story in a relatable way. Group member Nancy imagines that these moving reunions have made Barracetamol a minor celebrity. So he’s profiled in a magazine. Below you can read the interview.

Page reference: Elaine King, Nancy Scotford, Rosie Cotgreave, Katie Lewis, Jack Ledger, Alice Wakeley, Olivia Rogers, Dennis Yeung, Isabelle Baker & Hannah Willard (2012) Barracetamol’s Family Reunion. followthethings.com/barracetamols-family-reunion.shtml (last accessed <insert date here>)

Estimated reading time: 27 minutes.

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The Pill (a.k.a. A Female Issue)

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Health & Beauty

The Pill (a.k.a. A Female Issue)
Undergraduate coursework created by Kate Ross.

The students’ first task in the ‘Geographies of Material Culture’ module at the University of Exeter is to make a personal connection between their lives and the lives of others elsewhere in the world who made the things they buy. These are the people who help you to be you, followthethings.com CEO Ian tells them. Because you’re a cyborg, your body cannot function without the people, animals, technologies, networks that makes its inputs like food and medicine. So choose a commodity that matters to you, that’s an important part of your identity, that you couldn’t do without. Think about its component parts, its materials, and the properties they give to that commodity and your experience of ‘consuming it’. See what you can find online and write a 500 word first person account that connects your lives. One student – Kate Ross – chooses a prescription drug that she takes every day called Co-cyprindiol. It’s a contraceptive pill that’s also prescribed for skin and other conditions. When searches online to find out more about it, she discovers women in China, Brazil and Taiwan who are forced to take contraceptive pills in order to work in the factories and on the farms which make the stuff she buys. Her argument is that her connection with them is not only through the goods they might produce than she might buy. Their connection is through their consumption – as women – of the same medicine, voluntarily or not. They have something in common. Their bodies. Their fertility. Their medication. Once she learns about their relationships with the drug she takes, she thinks about how she’s feeling every time she pops one out of the foil pack… and then I see that face. To make her coursework more visceral, she takes an empty Co-cyprindiol foil, sticks it to a piece of paper, and handwrites these thoughts around it, day by day. These are the same foils that the supply chain workers she’s read about will pop their pills out of every day. She writes her thoughts and footnotes these with academic and detective work readings that have helped her to think this way.

Page reference: Kate Ross (2004) The Pill (A.K.A. A Female Issue). followthethings.com/the-pill-leaflet-thyroxine-a-k-a-a-female-issue.shtml (last accessed <insert date here>)

Estimated reading time: 14 minutes.

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