The vending machine was placed in a busy public space, so using a hidden camera and attaining the release confirmation from all participants (especially if they did not act with a moral conscience) was difficult.

In time for Fashion Revolution Day, April 24, we wanted the world to start questioning how their clothes were made and make better choices in the future. The experiment was held a week before and the online video released shortly after. Not only did the experiment immediatley change people’s decisions, it proved that with the empowement of knowledge we would choose to make the world a better place.

The good news is that 90% of the people using the vending machine decided to donate the money to the Fashion Revolution cause rather than buy the 2 Euro T-Shirt. The better news is that the experiment illustrated the issue of global sweatshops in a way that traditional and social media couldn’t wait to share. In the first 7 days:

- 3+ million views on YouTube

- #1 in the global ads chart

- 25 million social media impressions

- the film reached over 200 countries

- Worldwide press coverage with over 50 million media impressions

- The film was Broadcasted on Germany’s largest news networks

- 50% of all social media and news posts where shared further.