How do you get a mainstream consumer audience interested in the complex problem of trade justice?
We were tasked with highlighting this issue across multiple channels, in a memorable way that got people to listen first and then take action.
How we helped do the right thing
The Fairtrade Foundation wanted to educate consumers on unfair supermarket pricing, and the impact it has on smallholder farmers around the world.
Our strategy was simple. People connect with people better than they do issues.
So we cast Albeiro Alfonso Cantillo (Foncho) as the face of the campaign.
Foncho is a Fairtrade banana farmer who works hard, loves spending time with his family, and has a passion for Chelsea F.C.! He often struggled to make ends meet until he joined a Fairtrade co-operative, which had a huge impact, on him and his community.
What happened next
Foncho was positioned as a man on a mission to put an end to the sale of cheap bananas. We asked the UK to ‘Stick With Foncho’ and lend support to the campaign by creating a personalised banana sticker and signing our petition to Make Bananas Fair.
To drive publicity on the first day of Fairtrade Fortnight, we took cues from one of the world’s most famous political images and reimagined the socialist fist motif in an outdoor billboard made of 5,000 Fairtrade bananas.
The integrated campaign spanned numerous channels across earned, owned and paid-for media, and enlisted the support of commercial partners, schools, campaigners and celebrities.
The result was Fairtrade’s most engaging Fortnight to date spanning offline, digital and social engagement.
• 18,500 campaign packs were distributed to schools and campaigners
• Over 3,500 pieces of PR coverage appeared
• Campaign videos received more than 350,000 views
• 12% increase in donations year – on – year
All of which helped to drive 70,000 petition signatures – over three times the target set by Fairtrade – which were delivered to the Department of Business on World Fair Trade Day.
“Stick with Foncho” also won Campaign of the Year and Integrated Campaign of the Year at the PR Week Awards.