Body Shop badges and campaigns

The Body Shop has long blended activism with retail, turning everyday consumers into participants in global causes.

One of its most distinctive methods of raising awareness has been through campaign-specific badges and merchandise. From enamel pins to collectible T-shirts, these tangible tokens represented serious causes — and gave customers a way to wear their values on their sleeves, quite literally.

Collectible badges and merchandise

Badges, pins, and themed merchandise have featured heavily across The Body Shop’s major campaigns. Designed to spread awareness and spark conversations, these items often became collectors’ items while raising funds for the associated causes.

Popular badge campaigns

• Animals in Danger (1991) – One of the most memorable campaigns, featuring endangered species such as parrots, elephants, turtles, and butterflies on pin badges, T-shirts, mugs, and bags.
• Against Animal Testing – Accompanied by posters, bags, and anti-testing pins, this campaign helped drive UK legislation changes.
• Forever Against Animal Testing (2017) – Distributed digital supporter certificates, T-shirts, and in-store badges to rally global support for ending cosmetic testing on animals.
• Self-Esteem / Ruby Campaign (1997) – While not badge-heavy, the campaign featured the Ruby doll, a visual protest against unrealistic beauty standards.

Merchandise examples

• Pin Badges: Often included slogans or featured illustrations of threatened animals or campaign icons.
• Eco Bags & T-Shirts: Branded with bold graphics and activist slogans.
• Household Items: Toothbrush holders, mugs, and stationery with campaign imagery.

These items weren’t just promotional — they were purposeful. Many were sold to support nonprofit partners or as part of larger petition drives, making consumer participation a key aspect of each campaign.

Campaign highlights

1986 – Save the Whale (with Greenpeace)

Raised awareness of commercial whaling through visual in-store campaigns and themed merchandise.

1989 – Stop the Burning

Targeted Amazon deforestation. Over 800,000 petition signatures collected. Associated with informative posters and conservation-themed badges.

1991 – Animals in Danger

Highlighted the extinction crisis through a massive merchandising push. Pin badges featuring endangered species were sold to educate and raise conservation funds. This campaign won a D&AD Wood Pencil Award for its packaging design.

1991 – Against Animal Testing

Pioneered cruelty-free beauty standards. The Body Shop’s activism helped secure a UK ban on animal testing for cosmetics in 1998. Posters, stickers, and in-store demonstrations were key elements.

1997 – Self-Esteem / Ruby

Promoted body positivity through the character “Ruby.” T-shirts and doll replicas were used to challenge beauty norms.

1998 – Make Your Mark (Amnesty International)

Focused on human rights. Over 3 million signatures gathered. Campaign materials included badges and literature distributed through stores.

2002 – Choose Positive Energy

Promoted clean energy at the Johannesburg World Summit. Messaging relied on posters and customer information packs.

2003 – Stop Violence in the Home

Domestic abuse awareness campaign. Raised over £2 million. Branded pins and fundraising products were sold to support shelters and advocacy groups.

2009–2012 – Stop Sex Trafficking

Global petition campaign. Collected over 7 million signatures. Included educational postcards, posters, and in-store activations.

2010–2013 – Be an Activist (UNAIDS)

Encouraged youth engagement in HIV/AIDS prevention. Used colorful campaign stickers and awareness kits.

2017 – Forever Against Animal Testing

One of The Body Shop’s most successful campaigns, with over 8 million signatures collected. Included digital badges, T-shirts, and temporary store installations.

2022 – Be Seen. Be Heard.

Focused on youth political participation, especially lowering the UK voting age. Activism hubs in stores featured posters and take-home materials.

"Extinction Is Forever" – A Related Global Message

While not a Body Shop campaign by name, “Extinction Is Forever” echoes the themes central to several of their efforts, especially Animals in Danger. The phrase became widely used during the 2020 Leaders’ Pledge for Nature, where global leaders committed to reversing biodiversity loss.

The Body Shop’s campaigns often reflected similar urgency — warning that once species or ecosystems disappear, they’re gone forever.

Statement to society

What set The Body Shop apart was how it used everyday consumer goods — mugs, t-shirts, pins, badges — as tools for political and environmental activism. These weren’t just accessories; they were statements.

Many of these pieces remain collectible today, sought after by vintage fans and environmental advocates alike. They’re physical reminders of a time when a pin on your jacket could spark a conversation and maybe even save a species.

Badges

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