About the campaign
Starting on World Chocolate Day (July 7), we are calling on people across the US to pause, think and share the impact that unfair pricing has on cocoa farmers in West Africa, as well as the impact of unfair trade on farmers more broadly. Through short humorous ads, a website full of resources, and thoughtful influencer collaborations, we’re intentionally encouraging people to consider how their purchasing decisions affect people around the globe.
Recent research from the National Confectioner’s Association showed 88% of consumers share chocolate and candy with family and friends at least half of the time they purchase it. We aim to seize that natural opportunity to spark conversations between friends and families about how simple shifts – like choosing items with the Fairtrade Mark during your next trip to the grocery store – can have a positive ripple effect. After all, it’s only fair!
How we're reaching consumers
Shareable video content
We've produced three short videos to help bring a global issue home for US shoppers. Each digital ad asks viewers "How long would you work for $1?" and shares a humorous example of what a response might look like in our own society. These shareable videos are designed to start conversations in online and in-person communities, helping to spread awareness of the injustices Fairtrade and our partners are working to address.
Giveaways to spark conversation
Let's talk about it! We want consumers to share what they're learning about the injustices farmers face in our global trade system and the ways they can be part of the solution. Our campaign giveaway features a kit to help people facilitate meaningful conversations within their own communities, featuring handy tips and information as well as a selection of Fairtrade products to share with a friend.
Thoughtful influencer collaborations
We're working with a variety of influential voices on social media to help share our videos and the important question behind them, "How long would you work for $1?" We are working to reach more than 1 million people on social media to help spark conversations across the country about making trade fairer for farmers.
Here's how you can join in
Amplify our video content
Free video content for your feed! We’ve created 15-second videos and some template captions for you to share on your social media platforms. We just ask that you tag us at @FairtradeMarkUS!
Spark a conversation on social
Engage with your followers using a kit of conversation starters for social! We’re working on cards for feed posts, stories and even a series of polls to get your people talking about what’s fair.
Share the campaign in your consumer newsletters
Looking for engaging email content? We’re putting together resources for you to plug into your consumer newsletters to inspire conversation and engagement with your Fairtrade certified products.