Eco-tips for Jeans is an initiative centred around a television (TV) spot that aims to demonstrate in an explanatory but fun and humourous way that we can all participate in the fight against climate change by adopting good practices during the so-called "use phase" of our jeans. Available in English, French, and Spanish, the spot is being broadcast on international TV and web channels, and will be displayed at conferences around the world. (Click here to gain access to the PSA in your language of choice.)

Specifically, the 30-second spot features a couple dancing Tecktonik - which organisers describe as "a trendy movement in France, which is currently spreading in many countries" - in a typical urban environment. Split-screens and "catchy" music aim to provide an appealing backdrop for sensitising young people to ecological tips. "We wanted to find a way to make our environmental messages more accessible to young people. Hence our decision to present something positive and engaging that will hopefully prompt young people to take action rather than leaving them feeling helpless", states Mr. Robert Bisset, Head of Communications at UNEP DTIE. Along these lines, what are intended to be clear, concise, and relevant tips are highlighted throughout the TV spot, such as: wear your jeans at least 3 times prior to laundering them, wash them in cold water, do not use a dryer, and refrain from ironing.

Environment, Youth.

UNEP explains that "[t]he number of wash cycles drives environmental impacts and the application of 'smart technology' that halves the number of washes in the life cycle of the product is beneficial. For the end-consumer, the effect of reducing the number of washes will be to reduce the need for electricity, water and detergent (the choice of the detergent itself is actually also important). Washing at a lower temperature reduces environmental impacts. Moreover, elimination of tumble drying (which uses around 60% of the use phase energy) and ironing, in combination with the lower wash temperature, leads to around 50% reduction in global climate change impact of the product."

Click here to learn more about the project (in PDF format).