Thanks baiyu for your piece, it's resulted in a really interesting discussion.
Thanks for all the WOW links BTW. Personally my knowledge of what they are doing need some updating.
But, I do think that changing the world through a campaigning style that makes people feel guilty won't work with this one given the problems people-of-low-resources are facing at the moment.
WOW need to spend some of their funds on changing people's minds in a way that won't make them feel guilty and stupid and wrong and idiots for going to Primark but actually entice them to want to do the ethical thing. Carrot, not stick.
You can only push people into world-changing action with a stick if the problem is really, really shocking and comes with really unbearable images (e.g. famine in Ethiopia). I hate to say it but this problem isn't shocking enough for the stick approach.
An example of the carrot approach would be if WOW came up with a way of buying ethical clothes that was easier than going to Primark but still solved the same problems the Primark shoppers are facing (which posters have had a go at explaining on this thread).
Perhaps just a short term, maybe touring, pop-up shop, selling ethical clothes cheaper than Primark sell them. Obviously there is no way it could be permanent. But this would show they understand the problems Primark shoppers are facing and would be more likely to engage them with the problem.
Get a designer to come up with a particular item like , for example, the Anya Hindmarsh "I'm not a plastic bag" that can do the same for this problem as that bag did for the plastic bag situation. ie, witty, intelligent, fashionable. WOW's current Love Fashion Hate Sweatshops t-shirts are none of these.
I know it's not easy, but to be successful, a campaign needs to demonstrate it understands why people behave as they do, and then offer them something that solves their problems, in a way that makes them feel good not guily, to get them to change their habits.