Fairtrade, in the UK, have released a powerful new video ahead of Fairtrade Fortnight titled “Don’t Feed Exploitation”. The advert, which is in many ways an anti-John Lewis style advert, in that it conveys an emotional message and does not make you come away feeling better about yourself.
The video, feaures a powerful message and is an interesting way to shake people out of the complacency they might feel when buying food.
It starts with people stopping someone on a high street an explaining to them that they represent ‘Farley & Bell’, and hey have a deal on to deliver vegetables straight to your door for great prices. The video plays with expectations, at this point it shows the kind of scene we are used to seeing in documentaries . It shows children working in the back of van. They are clearly exhausted, clearly struggling to keep going and working to support their families. These scenes are punctuated by text explaining the danger this poses to the children. Fairtrade asks: “Would people still love a bargain if we brought these problems closer to home?”. These kids aren’t half a world away, they are in a British town and working from the back of a van. They take the vegetables to the front door of the quite shocked people receiving their deliveries. It is explained that if you want low prices this is what they have to do. One customer then states: “If I had known about this I would never have ordered!”. Fairtrade then explain the reality of the situation to the people involved. Finally the Ad finishes with the words “Choose Fairtrade, because farmers deserve a fair deal.”
This advert, created by AMV BBDO, marks the beginning in what could be described as a more aggressive stance within Fairtrade’s advertising. The advert emphasises the good that Fairtrade does by highlighting what life is like for many not affiliated with the Fairtrade movement. The ad emphasises that not only is Fairtrade a good choice, but that it is important to realise there is much still to be done. It shows the difference between how we view things when we are faced with the reality. The experience of the people on the video is desgned to make us think about our choices.
The Ad is part of a larger outdoor and social media campaign, but is the strongest sign that there is a strategy shift, as it emphasises a more emotianal aspect to the stance taken by Fairtrade in previous campaigns. The campaign will attempt to normalise thinking about the effects that buying non Fairtrade products could have and how people might feel when faced with the reality of their buying choices.
Fairtrade has paved the way for better, more sustainable ways of trading. By buying products bearing the FAIRTRADE Mark consumers can help farmers earn a viable income and an extra premium they can invest in vital community, business and environmental projects.
Adam Gardner, Communities Campaign Manager for the Fairtrade Foundation said: “Farmers get a better deal when they sell their crops on Fairtrade terms. This leads to a higher and more stable income and can help them break the cycle of poverty they are trapped in. Through Fairtrade, farmers can invest in better farming and earn more money for their crops, and make sure their children are fed and can go to school. Communities can invest in clean water and clinics, improving everyone’s health. For change to be transformative for the poorest farmers, their families and communities, Fairtrade needs us all – campaigners, shoppers and businesses.”
Fairtrade Fortnight is an annual campaign and in 2017 runs from 27th February until 12t March. It will complement the Fairtrade Foundation’s work towards developing living wage benchmarks for producers in developing countries. In 2015, these were established for tea in Malawi and flowers in Ethiopia.
Campaigners across the UK will be holding hundreds of breaks and using the #FairtradeFortnight hashtag to spread the word about their activities.
For more information about the campaign visit www.fairtrade.org.uk/fortnight
If you wish to get more involved directly please go to: http://fortnight.fairtrade.org.uk/take-action