{"id":21607,"date":"2025-01-29T16:11:22","date_gmt":"2025-01-29T16:11:22","guid":{"rendered":"https:\/\/followthethings.com\/?p=21607"},"modified":"2026-03-03T14:37:20","modified_gmt":"2026-03-03T14:37:20","slug":"how-to-run-a-subvertisement-workshop","status":"publish","type":"post","link":"https:\/\/followthethings.com\/?p=21607","title":{"rendered":"How to run a subvertisement workshop"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Medialukutaitoa kouluun: lasten havaintoja mainosten vaikutuskeinoista\" width=\"980\" height=\"551\" src=\"https:\/\/www.youtube.com\/embed\/71jDMgT2D4w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-not-stacked-on-mobile has-small-font-size is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:7.99%\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border wp-duotone-unset-1\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/follow-the-things.onyx-sites.io\/wp-content\/uploads\/2024\/08\/ftt-ladybird-geoblogs.jpg\" alt=\"\" class=\"wp-image-135\" style=\"border-radius:100px;object-fit:cover;width:43px;height:auto\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:92.01%\">\n<p class=\"has-normal-font-size\"><strong>followthethings.com<\/strong><br><a href=\"https:\/\/followthethings.com\/?page_id=1677\" data-type=\"page\" data-id=\"1677\">Back to school<\/a><br><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons has-custom-font-size is-horizontal is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-bc275726 wp-block-buttons-is-layout-flex\" style=\"font-size:10px\">\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--2\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-cyan-bluish-gray-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=2015\" style=\"border-radius:5px\">2015<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--3\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-black-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=MULTIPLE-BRANDS\" style=\"border-radius:5px\">MULTIPLE BRANDS<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--4\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-vivid-red-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=MULTIPLE-commodities\" style=\"border-radius:5px\">MULTIPLE COMMODITIES<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--5\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-black-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=origin-worldwide\" style=\"border-radius:5px\">SOURCED WORLDWIDE<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--6\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-black-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=destination-FINLAND\" style=\"border-radius:5px\">ADVERTISED IN FINLAND<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--7\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-vivid-purple-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=art-work\" style=\"border-radius:5px\">ART WORK<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--8\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-vivid-purple-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=CULTURE-JAM\" style=\"border-radius:5px\">CULTURE JAM<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--9\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-luminous-vivid-orange-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=pop-the-bubble\" style=\"border-radius:5px\">POP THE BUBBLE<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--10\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-luminous-vivid-orange-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=encourage-detective-work\" style=\"border-radius:5px\">ENCOURAGE DETECTIVE WORK<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--11\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-white-color has-luminous-vivid-orange-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=teach-MEDIA-LITERACY\" style=\"border-radius:5px\">TEACH MEDIA LITERACY<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--12\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=play-with-branding\" style=\"border-radius:5px\">PLAY WITH BRANDING<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--13\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=involve-consumers\" style=\"border-radius:5px\">INVOLVE CONSUMERS<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--14\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=encourage-curiosity\" style=\"border-radius:5px\">ENCOURAGE CURIOSITY<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--15\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=make-it-familiar\" style=\"border-radius:5px\">MAKE IT FAMILIAR<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--16\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=target-the-right-brand\" style=\"border-radius:5px\">TARGET THE RIGHT BRANDS<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--17\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=CHOOSE-THE-RIGHT-THING\" style=\"border-radius:5px\">CHOOSE THE RIGHT THING<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--18\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=start-with-a-paradox\" style=\"border-radius:5px\">START WITH A PARADOX<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--19\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=take-it-to-pieces\" style=\"border-radius:5px\">TAKE IT TO PIECES<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--20\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=make-the-hidden-visible\" style=\"border-radius:5px\">MAKE THE HIDDEN VISIBLE<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--21\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=overlap-scenes\" style=\"border-radius:5px\">OVERLAP SCENES<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--22\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=INCLUDE-EMOTION\" style=\"border-radius:5px\">INCLUDE EMOTION<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--23\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=make-it-funny\" style=\"border-radius:5px\">MAKE IT FUNNY<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-font-size is-style-outline is-style-outline--24\" style=\"font-size:12px\"><a class=\"wp-block-button__link has-vivid-red-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/follow-the-things.onyx-sites.io\/?tag=make-it-snappy\" style=\"border-radius:5px\">MAKE IT SNAPPY<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"has-background\" style=\"background-color:#f6f0ec\">\u201c<strong>How To Run A Subvertisement Workshop<\/strong>\u201c<br>A subvertisement workshop designed by Eeva Kemppainen for <em>Eettisen kaupan puolesta<\/em>\u00a0<em>ry<\/em> (<em>Pro Ethical Trade Finland<\/em>). <br>Workshop video embedded above. &#8216;How to&#8217; booklets available to download in Finnish <a href=\"http:\/\/www.eetti.fi\/sites\/default\/files\/VASTAMAINOS_verkko.pdf\">here<\/a> and English <a href=\"http:\/\/www.eetti.fi\/sites\/default\/files\/VASTAMAINOS_ENG_2016_web%20%282%29.pdf\">here<\/a>. Eeva&#8217;s project blog is <a href=\"https:\/\/kuilutumpeen.fi\/\">here<\/a>. An archive of subvertisements produced by students can be found on Flick <a href=\"https:\/\/www.flickr.com\/photos\/eevakemppainen\/albums\/72157640553202054\/\">here<\/a>. This page was originally published on the followthethings.com blog <a href=\"https:\/\/followtheblog.org\/2015\/07\/10\/how-to-run-a-subvertisement-workshop\/\">here<\/a>.<br><br>Eeva Kemppainen took the &#8216;Geographies of material culture&#8217; module that&#8217;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\u00a0(a.k.a. <em>Eetti<\/em>) in Helsinki. In 2014, she\u00a0published a paper in the Finnish journal <em>Natura<\/em>\u00a0(<a href=\"https:\/\/issuu.com\/eevakemppainen\/docs\/natura_4-14_web\">here<\/a>) about ways in which her work for <em>Eetti<\/em> tried to engage students in\u00a0humorous critiques of consumption and advertising through a pedagogy of culture jamming.\u00a0In 2016 <em>Eetti <\/em>published Eeva&#8217;s booklet <em>Medialukutaitoa vastamainoksista<strong>\u00a0<\/strong><\/em>(also published in English as <em>Teaching media literacy and the geographies of consumption<\/em>) which set out how to run culture jamming workshops &#8211; like the one in the video above &#8211; 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\u00a0and\/or\u00a0scribble on magazine adverts? They\u00a0try to subvert advertising&#8217;s messages\u00a0so that the information that is\u00a0hidden &#8211; including the lives of the people who make what&#8217;s being advertised &#8211; is made visible.\u00a0What they produce are called\u00a0&#8216;subvertisments&#8217;.\u00a0In this post,\u00a0Eeva\u00a0describes how she\u00a0organises these workshops, and showcases some of the\u00a0work\u00a0that students can produce.<\/p>\n\n\n\n<p>Page reference: Eeva Kemppainen (2015) <em>How To Run A Subvertisemeht Workshop<\/em>. followthethings.com\/how-t-run-a-subvertisement-workshop.shtml (last accessed &lt;insert date here&gt;)<\/p>\n\n\n\n<p>Estimated reading time: 10 minutes.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-a15084875f7f005d23fd8018e644a257\">1. Start with a value line or a video. <\/h4>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Banksy directs The Simpsons Intro Couch Gag (October 10, 2010)\" width=\"980\" height=\"551\" src=\"https:\/\/www.youtube.com\/embed\/UUG_bg3ryB4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">See our page on this video <a href=\"https:\/\/followthethings.com\/?p=2633\">here<\/a>.<\/figcaption><\/figure>\n\n\n\n<p>On a value line, young people can share their opinion on different arguments by placing themselves on a line or by lifting their hands up or down. Good thoughts for discussion are \u201cadvertisements make me want new commodities\u201d, \u201cI know, where in the world my shirt has been produced\u201d and \u201cwe have a broken\/old\/unused phones lying at home.\u201d Banksy\u2019s couch gag introduction to a Simpson\u2019s episode (embedded above) works well, too. This short parody video about the making of Simpsons cartoons and merchandise raises questions about the wellbeing of adults, children, animals and the environment. The discussion can become more interesting by asking students to write questions that come into their heads on Post-It notes in pairs. Students with whom I\u2019ve worked have asked why products come from certain regions, if the production is ethical, if it is polite to ask questions in shops, if you should boycott, how companies brand, if working conditions should have international standards and why governments have not solved the problems.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.flickr.com\/photos\/eevakemppainen\/14001253872\/in\/dateposted\/\"><img decoding=\"async\" src=\"https:\/\/farm8.staticflickr.com\/7451\/14001253872_57e1429382_z.jpg\" alt=\"Post-it kommentteja Banksyn Simpsons-alusta\"\/><\/a><figcaption class=\"wp-element-caption\">Figure 2: post-it notes written by students after the value line activity and watching Banksy&#8217;s couch gag intro to a Simpsons episode.<\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-31f2813439d903b05f7db736534b10e1\">2. Commodity chain stories and recent news stories.&nbsp;<\/h4>\n\n\n\n<p>At best, hearing a commodity story gives value to the ingredients that make up, and people behind, the things we buy. For a workshop, the most suitable story might be the production chain of breakfast eggs, a smartphone or a item of clothing. Commodity research and the <a href=\"http:\/\/www.ohchr.org\/Documents\/Publications\/GuidingPrinciplesBusinessHR_EN.pdf\">UN Guiding Principles on Business and Human Rights<\/a> are new for many and the students with whom I have worked have seemed to be interested in practical actions that help to advance ethical trade. For example, you can find interesting news, campaigning and activism from and about the countries in which our clothes are made. The collapse of Rana Plaza building shocked but resulted in international pressure, building inspections and the <a href=\"http:\/\/bangladeshaccord.org\/\">Accord agreement<\/a> between the garment retailers, brands and labour organisations. This disaster has been remembered in <a href=\"http:\/\/fashionrevolution.org\">Fashion Revolution<\/a> events worldwide and on social media people have asked companies #whomademyclothes. In Finland, the clothing industry has been in the spotlight because of a <a href=\"http:\/\/yle.fi\/aihe\/artikkeli\/2014\/04\/14\/lindexin-vaatetehtaan-tyoolot-surkeita\">MOT documentary series<\/a> by Yle [the public broadcasting of Finland] and <a href=\"http:\/\/www.finnwatch.org\/images\/ruggie_kirjallinen_lausunto_0606_final.pdf\">dozens of NGOs demanded that the Finnish government apply the UN Guiding Principles on Business and Human Rights<\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"fi\" dir=\"ltr\">Helsingin normaalilyseo on mukana Vaatevallankumouksessa! Korjauspajassa surisevat saumurit, on kuvaussessiota jne. <a href=\"http:\/\/t.co\/DeCkwDpSsc\">pic.twitter.com\/DeCkwDpSsc<\/a><\/p>\n<p>&mdash; Vaatevallankumous (@Fash_Rev_Finl) <a href=\"https:\/\/twitter.com\/Fash_Rev_Finl\/status\/588313616706842624?ref_src=twsrc%5Etfw\">April 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-aa3f9ca52b5a7e4830c0db7caf1ee17d\">3. Young people\u2019s own commodity research and ways of making an impact. <\/h4>\n\n\n\n<p>The world trade theme can be brought closer to home by discussing students\u2019 own things and ways of making an impact. Students\u2019 own commodity research and activism can support student-led learning Through detective work, the origins of a product can be investigated further than the \u2018Made in\u2019 label, students detective work about <a href=\"https:\/\/followthethings.com\/?p=2563\">socks<\/a>, <a href=\"https:\/\/followthethings.com\/?p=12167\">chewing gum<\/a> and an <a href=\"https:\/\/followthethings.com\/?p=17983\">iPod<\/a> shows. For giving everyday action tips, you can ask students to think about whether they need new gadgets and clothes. A sustainable solution is to buy things that are necessary, recycled or ethical, and to recycle electronic waste and clothes in a proper manner. In the Eetti workshops, students are encouraged to create pressure by giving companies feedback and participating in campaigning that seems interesting. In Finland, excellent guidebooks have been produced which outline how students can take part in such campaigning including \u2018<a href=\"https:\/\/web.archive.org\/web\/20150427215616\/http:\/\/www.verkkodemokratia.fi\/wp-content\/uploads\/2014\/05\/Nuorten_vaikuttamisopas_interactive-Final.pdf\">Nuorten vaikuttamisopas\u2019<\/a> [Young people\u2019s guide book for having an impact] (Hietanen &amp; Tammi, 2014) and \u2018<a href=\"https:\/\/web.archive.org\/web\/20150710070817\/http:\/\/www.puhtaatvaatteet.fi\/materiaali\/\">Puhtaat vaatteet \u2013toimintaopas<\/a>\u2019 Clean Clothes action guide book.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/web.archive.org\/web\/20150427215616\/http:\/\/www.verkkodemokratia.fi\/wp-content\/uploads\/2014\/05\/Nuorten_vaikuttamisopas_interactive-Final.pdf\"><img decoding=\"async\" src=\"https:\/\/iwanttodiscussthat.files.wordpress.com\/2015\/07\/screen-shot-2015-07-10-at-09-43-08.png?w=660\" alt=\"Screen Shot 2015-07-10 at 09.43.08\" class=\"wp-image-1693\"\/><\/a><figcaption class=\"wp-element-caption\">Figure 3: the front cover of the Nuorten vaikuttamisopas document. Click the image to download it.<\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-714d56cce8d0d895939abcbb0cef18f6\">4. Culture jamming and subvertising bring art and humour to the class <\/h4>\n\n\n\n<p>They are also a valuable form of media critical global education and which allow citizens to make an impact. Parody can make the depressing topics catchier but the level of difficulty must be thought according to the audience. In secondary and upper secondary schools especially, subvertising workshops have been praised by teachers and students. Sharing photos and videos can strengthen the black humour needed for the group work. At first, you can show subvertisements on powerpoint or make a gallery of printed photos on a table. Students can be encouraged to discuss with a friend: \u2018What does the subvertisement want to have an effect on?\u2019 \u2018Is the photo pleasant or unpleasant?\u2019 Asking students to find and argue for a favourite photo is also a useful task. To get your collection together, you can find photos in the internet using the search term \u2018subvertisement\u2019 or \u2018billboard liberation\u2019 + the name of the product or the company. You can find good photo galleries on the homepage of Finnish magazine <a href=\"https:\/\/voima.fi\/vastamainokset\/\">Voima<\/a>, subvertisement competition Mainoskulpa, and jamming group <a href=\"https:\/\/www.adbusters.org\/\">Adbusters<\/a>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.flickr.com\/photos\/eevakemppainen\/12362673585\/in\/dateposted\/\"><img decoding=\"async\" src=\"https:\/\/farm4.staticflickr.com\/3744\/12362673585_bba9bb620c_z.jpg\" alt=\"Voima-lehden HM-vastamainos\"\/><\/a><figcaption class=\"wp-element-caption\">Figure 4: an example of a subvertisment published by Voima<\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-b601208c4c73ccaccdef499456e9264f\">5. Students make their own subvertisements, <\/h4>\n\n\n\n<p>You can ask students to bring adverts to the class and\/or hand out adverts from magazines. In groups, the students are advised to choose an interesting or annoying advert and discuss how its message, logo, photo or text could be creatively modified by writing, drawing, cutting and gluing. This hand-on DIY process gives an opportunity for group creativity and the actualising of ideas through modifying the original advert or using it as a source of images and text to cut, paste and create new advertisement art on a blank sheet of paper. While doing this, we have discussed world trade, subvertisements and creativity. According to many students, both normal ads and subvertisements are difficult to interpret, but the skills do develop with experience. Some eagerly make several pieces of work and, for some, the creativity lights up after a bit of a struggle. After 30 minutes and with advice, however, pupils in workshops usually create between 5 and 15 pieces of work, which the groups present to the whole class.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.flickr.com\/photos\/eevakemppainen\/14050518441\/in\/dateposted\/\"><img decoding=\"async\" src=\"https:\/\/farm8.staticflickr.com\/7296\/14050518441_fc40ba3e80_z.jpg\" alt=\"Vastamainospaja Helsingin Ranskalais-suomalaisen koulun iltakoulussa\"\/><\/a><figcaption class=\"wp-element-caption\">Figure 5: students start to cut, paste, scribble, subvertise!<\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-b640343eef8857f837f036b566c2e16b\">6. Students\u2019 subvertisements vary from easy-going jokes to strong social commentary. <\/h4>\n\n\n\n<p>Besides applause and laughter, during the presentations the parodic, trustworthy and provocational values of the work is also discussed. Students have made subvertisements about problematic issues of consumption, beauty ideals and environmental problems and continuously come up with astute questions about the ethical issues in the production of food and clothes. The most common discussions grasp advertisements\u2019 biased beauty ideals and the power of brands, but a subvertisement might also tackle geographical issues such as environmental problems and otherness. Differing opinions about relationships between driving cars and multiculturalism, for example, raise interesting comments. <\/p>\n\n\n\n<p>The car subvertisement below is an excellent example of modifying the photo and the text. The foggy urban landscape and drawing fit the environmental message, the \u2018Go get it\u2019 slogan has been changed to &#8216;Don\u2019t get it\u2019 and the #MicraAttitude hashtag has been replaced with #Smug. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.flickr.com\/photos\/eevakemppainen\/12328464753\/in\/album-72157640553202054\/\"><img decoding=\"async\" src=\"https:\/\/farm6.staticflickr.com\/5475\/12328464753_58e185e12b_z.jpg\" alt=\"Nissan. Vastamainos, Vaskivuoren lukio\"\/><\/a><figcaption class=\"wp-element-caption\">Figure 6: an example of a student-produced subvertisment: &#8216;correcting&#8217; the text in a car advertisement.<\/figcaption><\/figure>\n<\/div>\n\n\n<p>In this childrens\u2019 clothing advertisement, the models were cut out of from a magazine advert and pasted into the map of clothes production. This can gave an opportunity to discuss the depressing theme of child labour through humorous crafting.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.flickr.com\/photos\/eevakemppainen\/13408743654\/in\/dateposted\/\"><img decoding=\"async\" src=\"https:\/\/farm8.staticflickr.com\/7080\/13408743654_b0c06e12c6_z.jpg\" alt=\"HM vastamainos, Vaskivuoren lukio\"\/><\/a><figcaption class=\"wp-element-caption\">Figure 1: An example of a student-produced subvertisment: rearranging kids in an H&amp;M advert to show connections between who makes and wears their clothes<\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-orange-color has-text-color has-link-color wp-elements-b1e7c7eeededc0d4c3f17ef2511f5f46\">7. Finally<\/h4>\n\n\n\n<p>I hope my article encourages you to teach ethical world trade through commodity research and subvertisements. The original article in Finnish, from which this post has been excerpted, can be found <a href=\"http:\/\/issuu.com\/eevakemppainen\/docs\/natura_4-14_web\">here<\/a>. The article photos and other materials can be found in my blog <a href=\"http:\/\/www.kuilutumpeen.fi\">www.kuilutumpeen.fi<\/a>. &#8230;<\/p>\n\n\n\n<p><strong>Sources &amp; resources<\/strong><\/p>\n\n\n\n<p class=\"has-small-font-size\">H\u00e4irik\u00f6iv\u00e4t Dosentit (2017) Kriittisen ajattelun Oppitunti: vastamainos on mainio ty\u00f6kalu monimutkaisten ilmi\u00f6iden hahmottamiseen ja opetukseen. <em>Voima<\/em> (<a href=\"https:\/\/voima.fi\/hairikot\/artikkeli\/kriittisen-ajattelun-oppitunti\/\">https:\/\/voima.fi\/hairikot\/artikkeli\/kriittisen-ajattelun-oppitunti\/<\/a> last accessed 30 January 2025)<\/p>\n\n\n\n<p class=\"has-small-font-size\">Eeva Kemppainen (2018a) <em>Medialukutaitoa vastamainoksista: opas vastamainos-ty\u00f6pajan pit\u00e4miseen.<\/em> Helsinki: Eettisen kaupan puolesta ry (<a href=\"https:\/\/eetti.fi\/wp-content\/uploads\/2018\/11\/VASTAMAINOS_2018_VERKKO.pdf\">https:\/\/eetti.fi\/wp-content\/uploads\/2018\/11\/VASTAMAINOS_2018_VERKKO.pdf<\/a> last accessed 30 January 2025)<\/p>\n\n\n\n<p class=\"has-small-font-size\">Eeva Kemppainen (2018b) <em>Teaching media literacy &amp; the geographies of consumption: a guide to running a subvertisement workshop.<\/em> Helsinki: Eettisen kaupan puolesta ry (<a href=\"https:\/\/eetti.fi\/wp-content\/uploads\/2018\/11\/VASTAMAINOS_ENG_2018_WEB.pdf\">https:\/\/eetti.fi\/wp-content\/uploads\/2018\/11\/VASTAMAINOS_ENG_2018_WEB.pdf<\/a> last accessed 30 January 2025)<br><\/p>\n<div class=\"pvc_clear\"><\/div><p id=\"pvc_stats_21607\" class=\"pvc_stats all  \" data-element-id=\"21607\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.0\" viewBox=\"0 0 502 315\" preserveAspectRatio=\"xMidYMid meet\"><g transform=\"translate(0,332) scale(0.1,-0.1)\" fill=\"\" stroke=\"none\"><path d=\"M2394 3279 l-29 -30 -3 -207 c-2 -182 0 -211 15 -242 39 -76 157 -76 196 0 15 31 17 60 15 243 l-3 209 -33 29 c-26 23 -41 29 -80 29 -41 0 -53 -5 -78 -31z\"\/><path d=\"M3085 3251 c-45 -19 -58 -50 -96 -229 -47 -217 -49 -260 -13 -295 52 -53 146 -42 177 20 16 31 87 366 87 410 0 70 -86 122 -155 94z\"\/><path d=\"M1751 3234 c-13 -9 -29 -31 -37 -50 -12 -29 -10 -49 21 -204 19 -94 39 -189 45 -210 14 -50 54 -80 110 -80 34 0 48 6 76 34 21 21 34 44 34 59 0 14 -18 113 -40 219 -37 178 -43 195 -70 221 -36 32 -101 37 -139 11z\"\/><path d=\"M1163 3073 c-36 -7 -73 -59 -73 -102 0 -56 133 -378 171 -413 34 -32 83 -37 129 -13 70 36 67 87 -16 290 -86 209 -89 214 -129 231 -35 14 -42 15 -82 7z\"\/><path d=\"M3689 3066 c-15 -9 -33 -30 -42 -48 -48 -103 -147 -355 -147 -375 0 -98 131 -148 192 -74 13 15 57 108 97 206 80 196 84 226 37 273 -30 30 -99 39 -137 18z\"\/><path d=\"M583 2784 c-38 -19 -67 -74 -58 -113 9 -42 211 -354 242 -373 16 -10 45 -18 66 -18 51 0 107 52 107 100 0 39 -1 41 -124 234 -80 126 -108 162 -133 173 -41 17 -61 16 -100 -3z\"\/><path d=\"M4250 2784 c-14 -9 -74 -91 -133 -183 -95 -150 -107 -173 -107 -213 0 -55 33 -94 87 -104 67 -13 90 8 211 198 130 202 137 225 78 284 -27 27 -42 34 -72 34 -22 0 -50 -8 -64 -16z\"\/><path d=\"M2275 2693 c-553 -48 -1095 -270 -1585 -649 -135 -104 -459 -423 -483 -476 -23 -49 -22 -139 2 -186 73 -142 361 -457 571 -626 285 -228 642 -407 990 -497 242 -63 336 -73 660 -74 310 0 370 5 595 52 535 111 1045 392 1455 803 122 121 250 273 275 326 19 41 19 137 0 174 -41 79 -309 363 -465 492 -447 370 -946 591 -1479 653 -113 14 -422 18 -536 8z m395 -428 c171 -34 330 -124 456 -258 112 -119 167 -219 211 -378 27 -96 24 -300 -5 -401 -72 -255 -236 -447 -474 -557 -132 -62 -201 -76 -368 -76 -167 0 -236 14 -368 76 -213 98 -373 271 -451 485 -162 444 86 934 547 1084 153 49 292 57 452 25z m909 -232 c222 -123 408 -262 593 -441 76 -74 138 -139 138 -144 0 -16 -233 -242 -330 -319 -155 -123 -309 -223 -461 -299 l-81 -41 32 46 c18 26 49 83 70 128 143 306 141 649 -6 957 -25 52 -61 116 -79 142 l-34 47 45 -20 c26 -10 76 -36 113 -56z m-2057 25 c-40 -58 -105 -190 -130 -263 -110 -324 -59 -707 132 -981 25 -35 42 -64 37 -64 -19 0 -241 119 -326 174 -188 122 -406 314 -532 468 l-58 71 108 103 c185 178 428 349 672 473 66 33 121 60 123 61 2 0 -10 -19 -26 -42z\"\/><path d=\"M2375 1950 c-198 -44 -350 -190 -395 -379 -18 -76 -8 -221 19 -290 114 -284 457 -406 731 -260 98 52 188 154 231 260 27 69 37 214 19 290 -38 163 -166 304 -326 360 -67 23 -215 33 -279 19z\"\/><\/g><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/followthethings.com\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=0 \/><\/p><div class=\"pvc_clear\"><\/div>","protected":false},"excerpt":{"rendered":"<p>followthethings.comBack to school \u201cHow To Run A Subvertisement Workshop\u201cA subvertisement workshop designed by Eeva Kemppainen for Eettisen kaupan puolesta\u00a0ry (Pro Ethical Trade Finland). Workshop video embedded above. &#8216;How to&#8217; booklets available to download in Finnish here and English here. Eeva&#8217;s project blog is here. An archive of subvertisements produced by students can be found on [&hellip;]<\/p>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_21607\" class=\"pvc_stats all  \" data-element-id=\"21607\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.0\" viewBox=\"0 0 502 315\" preserveAspectRatio=\"xMidYMid meet\"><g transform=\"translate(0,332) scale(0.1,-0.1)\" fill=\"\" stroke=\"none\"><path d=\"M2394 3279 l-29 -30 -3 -207 c-2 -182 0 -211 15 -242 39 -76 157 -76 196 0 15 31 17 60 15 243 l-3 209 -33 29 c-26 23 -41 29 -80 29 -41 0 -53 -5 -78 -31z\"\/><path d=\"M3085 3251 c-45 -19 -58 -50 -96 -229 -47 -217 -49 -260 -13 -295 52 -53 146 -42 177 20 16 31 87 366 87 410 0 70 -86 122 -155 94z\"\/><path d=\"M1751 3234 c-13 -9 -29 -31 -37 -50 -12 -29 -10 -49 21 -204 19 -94 39 -189 45 -210 14 -50 54 -80 110 -80 34 0 48 6 76 34 21 21 34 44 34 59 0 14 -18 113 -40 219 -37 178 -43 195 -70 221 -36 32 -101 37 -139 11z\"\/><path 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class=\"pvc_clear\"><\/div>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1429],"tags":[439,283,585,373,1097,449,123,575,447,291,419,743,729,1101,947,767,1117,659,389,469,287,401,1433],"class_list":["post-21607","post","type-post","status-publish","format-standard","hentry","category-back-to-school","tag-439","tag-art-work","tag-choose-the-right-thing","tag-culture-jam","tag-destination-finland","tag-encourage-curiosity","tag-encourage-detective-work","tag-include-emotion","tag-involve-consumers","tag-make-it-familiar","tag-make-it-funny","tag-make-it-snappy","tag-make-the-hidden-visible","tag-multiple-brands","tag-multiple-commodities","tag-origin-worldwide","tag-overlap-scenes","tag-play-with-branding","tag-pop-the-bubble","tag-start-with-a-paradox","tag-take-it-to-pieces","tag-target-the-right-brand","tag-teach-media-literacy"],"_links":{"self":[{"href":"https:\/\/followthethings.com\/index.php?rest_route=\/wp\/v2\/posts\/21607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/followthethings.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/followthethings.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/followthethings.com\/index.php?rest_route=\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/followthethings.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21607"}],"version-history":[{"count":19,"href":"https:\/\/followthethings.com\/index.php?rest_route=\/wp\/v2\/posts\/21607\/revisions"}],"predecessor-version":[{"id":21829,"href":"https:\/\/followthethings.com\/index.php?rest_route=\/wp\/v2\/posts\/21607\/revisions\/21829"}],"wp:attachment":[{"href":"https:\/\/followthethings.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/followthethings.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/followthethings.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}