A hashtag for sustainability


The Bathrobe Challenge by Cotton made in Africa reached millions of people through social networks

Over a million smallholder farmers in Africa, 500,000 tons of sustainable cotton, 90 million labelled textiles and an initiative that works together with partners along the textile value chain from field to fashion – that’s Cotton made in Africa (CmiA), one of the largest standards for sustainable cotton. By means of the now completed #BathrobeChallenge CmiA reached millions of people through social networks and set a sign for cotton farmers in Africa.

Wear a bathrobe for a good cause – that’s the motto of the #BathrobeChallenge which was initiated by CmiA and started on 30 August with a party in Berlin. The idea of posting selfies in bathrobes and challenging others to do the same spread through the social media networks until now, reaching almost 5 million people. Among the supporters were prominent people such as the CmiA ambassadors Motsi Mabuse and Laura Chaplin, the band Revolverheld with its front man Johannes Strate, the model Elena Carrière and influencers such as Riccardo Simonetti and Aminata Belli. “With every picture, every hashtag and every link, the challenge reached people all over the world. It is very important for us to draw more attention to our work and the label Cotton made in Africa. With the #BathrobeChallenge we have taken a big step towards it. We are delighted that we have been able to activate so many participants that supported our cause”, said Tina Stridde, Managing Director of the Cotton made in Africa Initiative about the #BathrobeChallenge.

Partners of the initiative also actively supported the challenge – for example NGOs such as Welthungerhilfe, WWF, Care and NABU as well as retailers and brands such as OTTO, Hiitu or Tchibo. The bathrobe was not just taken as a prop for funny selfies. It was chosen because it is seen just as little in public as the cotton farmers. “OTTO has been committed to Cotton made in Africa since its creation, and banks on sustainably produced cotton from Africa with the CmiA certificate. With the Bathrobe Challenge, we have been able to draw attention in a positive way to the people who grow the raw material for our clothes”, enthuses Anja Dillenburg, Head of Corporate Responsibility at OTTO. Iris Schöninger, Deputy Head of the Policy Department at Welthungerhilfe adds: “Cotton farmers have to be able to make a living out of their work in the fields and have to have the opportunity to send their children to school instead of on the field. As a long-term partner of Cotton made in Africa, we are happy to take part in the BathrobeChallenge, to make more people aware of our common goals and the possible solutions that Cotton made in Africa offers. “

Further information can be found via www.bathrobechallenge.com 

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