TAKE BACK THE FUTURE: CAMPAIGN TO PROMOTE SUSTAINABLE CHOICES AND INCLUSIVITY
FAIRTRADE INDIA, EUROPEAN UNION AND SWITCH ASIA
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Take Back the Future is a digital campaign designed to spark conversations about the future of ethical consumption and the power of consumer choices in shaping a more sustainable and just world. Part of the global Fairtrade movement, this initiative by Fairtrade India aimed to raise awareness about fair wages, safe working conditions, and sustainable production.
3.9M+
Campaign reach
9M+
Recorded viewership across platforms
500K+
Views on the campaign video
THE CHALLENGE
Urban Indian consumers were increasingly talking about sustainability, but Fairtrade was not a part of the conversation. Most people didn’t realise how their everyday purchases directly impacted farmers, workers, and the environment. The challenge wasn’t just a lack of awareness—it was the gap between intention and action. Fairtrade needed to move beyond being just a label to becoming a conscious choice. The campaign set out to bridge this gap by making the Fairtrade mark relevant, urgent, and actionable in consumers’ daily lives.
THE SOLUTION
The campaign focussed on storytelling that resonated. At its core was a video—designed to make consumers pause and reflect on the impact of their choices. Rather than overwhelming audiences with statistics, it used visual storytelling to create an emotional connection, transforming Fairtrade from just a label into a shared responsibility.
The campaign reimagined digital advocacy by embedding Fairtrade principles into everyday digital experiences. Through a two-week immersive rollout, it transformed sustainability from an abstract concept into interactive moments that felt personal and engaging. A structured social media strategy ensured a steady drumbeat of youth-friendly, shareable content, meeting consumers in their digital spaces.
To deepen engagement, influencer partnerships, AR-based filters, GIFs, and reels gamified participation, turning passive audiences into active supporters. By making ethical consumption feel accessible and fun, the campaign built a movement that invited people to take action in their own lives.
