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Within the global garment industry the term "urgent appeal" is used to describe a request for action to Western activist groups for support in a specific case of labor rights violations. The urgent appeal system has become an important strategy for the transnational antisweatshop movement. It is distinct from the movement's other strategies because it directly supports garment workers in their struggle for improved labor conditions while simultaneously informing and mobilizing Western consumers about substandard labor conditions in the garment industry. This article explores how reflexivity in the use of this particular strategy, strategic choice in its implementation, and interaction with allies and targets affect outcomes for garment workers. It confirms the relevance of the emerging strategic-interaction perspective in explaining movement outcomes.