AUSTRALIAN Wool Innovation’s Wear Wool Not Waste campaign has been viewed more than 40 million times in its first three weeks.

The campaign was launched on 23 September by AWI subsidiary The Woolmark Company, following the successful Wear Wool, Not Fossil Fuel campaign.

The WWNW campaign frames wool as a transformational fibre solution to fashion’s environmental challenges.

AWI said Wear Wool, Not Waste is also being rolled out in key wool-growing areas across Channel 7 and 9 throughout October. The film was also played to millions of footy fans before, during and after both the AFL and NRL grand finals on 7Regional, 7Metro, 7Plus, 9Regional and 9Now.

The domestic viewing of the Wear Wool Not Waste campaign coincides with the WoolPoll ballot in which wool levy payers will decide the rate of levy they will pay to AWI over the next three years. AWI is advocating growers lift the current 1.5pc levy to 2pc. WoolPoll voting opened on Friday 20 September and closes on Friday 1 November.

Globally, the United States, the United Kingdom and France will be targeted via cinema, streaming services and social media, as well as billboards and digital screens in high-foot traffic locations across New York, London and Paris.

And for the fourth time since the 1960s, Woolmark returns to Times Square NYC, illuminating a digital billboard with powerful campaign footage and messaging.

Wear Wool Not Waste – In New York’s Times Square. Image – AWI.

AWI CEO John Roberts said the aim is to increase awareness of and consideration for the wool fibre by improving fibre consciousness.

“After phase 1 (Wear Wool, Not Fossil Fuel), we did consumer surveys to test the campaign’s impact.

“79pc of those surveyed said the advertisement “made me think twice about the environmental impact of my clothes”, he said.

“We also saw a 10-15pc increase in consideration for wool across the USA and UK markets.

“This shows our strategy is working,” Mr Roberts said.

AWI said the Wear Wool, Not Waste campaign has also come at a time when legislative changes are being introduced to curb the rise in throwaway fashion culture, that has been driven by cheap, synthetic clothing.

Mr Roberts saod AWI continues to invest globally in advocating for the fibre, ensuring wool’s benefits are understood and valued and that the fibre is not disadvantaged in apparel rating schemes.

“Our goal is to position Australian wool as a natural solution to fashion’s impact crisis – from the wool-growing farms where the fibre is produced, through the manufacturing supply chain and finally to the end of product life and end-of-life pathways,” he said.

“This campaign aligns with Woolmark’s broader mission to position wool as a key solution to the fashion industry’s sustainability challenges – a vision encapsulated in the recently launched Woolmark+ Roadmap, a program aimed at driving the industry towards a nature-positive future”.

Find out more about Wear Wool, Not Waste here www.woolmark.com/wear-wool.

The original Wear Wool, Not Fossil Fuel campaign achieved more than 130 million views since it was released in September 2022.

Source – AWI.