We are aiming to improve public perceptions of the welfare of Nike factory employees. The public is currently questioning Nike’s ethics and policies, alleging that they do not look after their workers at the bottom of the supply chain. This advertisement should clearly explain the policies and Code of Conduct in place to ensure that employees in all areas of manufacturing are looked after.

According to Forbes, more than six in ten younger consumers closely consider a company’s ethical values and authenticity before buying their products.

Young Millennials and Gen Zers are very familiar with Nike as a brand and many already own items from them. 

Millennials and Gen Zers are notably less trusting of the average brand than older generations due to disillusionment from a prevalence of economic uncertainty in their lives.

Trust from consumers is not a given nowadays. Nike is committed to earning that trust by being fully transparent with its customers.

Past problems have come from the negligence of contracted factory owners, rather than Nike itself, and this campaign will showcase that.

With a focus on transparency, this campaign will show consumers every part of the process when it comes to production in Nike's factories.

The campaign's TV spot will highlight individual factory workers and employees, showing one person for each part of the supply chain from the bottom to the top, representing a more human approach to Nike's wide scale global production process.

The campaign will highlight that Nike abides by all international policies and laws regarding their factory employees, and that they have always followed all policies and codes and aim to bring positive, systematic change for workers within the supply chain.

While highlighting how current practices are ethical, the campaign will also promise transparency for the future by putting out a promise for positive change at every level of the supply chain.