FAIRTRADE INDIA, EUROPEAN UNION AND SWITCH ASIA
Campaign to Promote Sustainable Choices and Inclusivity in Order to Reclaim the Future!
Client: Fairtrade India, European Union
and Switch Asia
Scope of Work: Communication Research, Campaign and Media Strategy, Branding and Visual Identity, Campaign Collaterals, Video Assets, Social Media Execution and Management
Fairtrade movement is a global initiative to promote sustainable consumption and ensure that the producers get fair wages and safe working conditions. As a part of their yearly celebrations of Fairtrade Week, we built an online campaign for Fairtrade India to start a conversation about the future and the role that our choices, as consumers, play in making sure that the future remains bright.
Our objective was to urge the urban audience to recognize the importance of their actions and make an effort to undo the damage that might have been done because of unfair choices. We also aimed to create recognition for the Fairtrade movement and the Fairtrade mark to help consumers make a sustainable choice.
A 2-week long robust digital campaign which was multifaceted.
The digital campaign included a set of activities for the stakeholders which broke down the idea of sustainable consumption into a fun and actionable process.
A social media content calendar was created for the month-long promotional phase. Multiple social media posts were designed and disseminated through Fairtrade’s social media platforms.
The tone and visual of the content used in the campaign was strategically aligned to be fun, impactful and youth-oriented.
AR based Instagram and Facebook filters created interactive content to put forth the idea of sustainability in a fun way.
These included gifs, stickers and tongue twister reels which the audience could engage with.