FAIR TRADE USA

strategist

Overarching Goal: Building database of 1 million people and 50k engaged advocates

CONCEPT 1: SEEK THE SEAL, MAKE A DIFFERENCE

Outside of regular Fair Trade purchasers, there was great confusion on what “Fair Trade” means. Is it organic food? A Whole Foods product? Just more expensive? Fair Trade USA’s mission is to be an economic justice organization focused on improving the livelihoods of farmers and workers in other countries, and people were completely missing that.

Problem: Fair Trade is more than a product, it’s a movement. 

Insight: A movement isn’t a movement without followers.

Strategy: Let’s show that you don’t have to change your life to change someone else’s.

“The Empties”

Participating grocery stores will stock a variety of Fair-Trade products with a twist. These clearly marked products will not contain their expected contents: the coffee bags will not hold coffee, and the cereal boxes will contain no cereal.

Instead, these packages will contain informational materials about Fair Trade USA: showing shoppers the impact of the organization, the products that they certify, and personal bios of the farmers benefiting from the organization.​

Shoppers can purchase these packages with their normal groceries and the cost of the packages will act as a donation to Fair Trade. ​

Social Posts

CONCEPT 2: EMPOWER A HAND

A survey of 4th and 5th graders showed that 40% were unaware that hamburger came from cows, and when asked what their favorite vegetable was, the popular response was “french fries”. Geographically, half of all Americans don’t know where their food comes from. This lack of education is an issue, especially as foreign crops make up the majority of the USA’s food supply.

Insight: Many hands make the products we buy possible.

Strategy: Let’s show how purchasing a fair trade product empowers real people and their communities to live better lives.

Out-Of-Home (OOH)

“Empower” Video Series

In a video series, we’ll spotlight Fair Trade stories that show how Fair Trade is making an impact in people’s lives and their communities.

Because of Fair Trade USA, they were empowered to follow their dreams.

At the end of each video, we’ll emphasize how when you seek the seal and shop fair trade, you make this possible.

This video series will live on social media and YouTube.

Art Directors: Kate Lee, Leo Pellegrini

Copywriter: Cassie Peterinelli