Version 1.1 Key Messaging
Key Messaging: Fairtrade Fortnight 2015 Objectives of this document Provide a headline statement for the campaign Create a uniform voice for the whole organisation and join up all our communications Provide internal guidance for all external communications Create inspiration for all stakeholders with a convincing reason to believe which is inspiring enough to ensure stakeholders are motivated to participate Headline statement (an internal sentiment!) See the real lives behind Fairtrade products Main consumer call to action: Choose products that change lives Schools call to action (differs from commercial as it aims to primarily drive understanding of Fairtrade among pupils): See the other half of the story Out of home point of sale sign-off: Proud to offer products that change lives Campaigner call to action: Choose products that change lives (to consumers) Stock products that change lives (to businesses) Commercial message call to action: Create a personal and emotional connection between your Fairtrade products and your customers/consumers and drive sales by sharing your Fairtrade story and how your products change lives. Campaigning message call to action: For Fairtrade Fortnight 2015, we re asking you to turn the spotlight on the producers who grow the products we love and share their stories. That way we can remind people of the dramatic difference Fairtrade makes and how much it is still needed. By working together, we can show all those shoppers and businesses who either don t know or don t believe that Fairtrade makes a difference that when they choose products with the FAIRTRADE Mark it really does change lives. The why (Galvanising action with campaigners) Because trade isn t working for the world s poorest People buying products with the FAIRTRADE Mark is one of the most powerful ways Fairtrade delivers impact for producers. More sales on Fairtrade terms means more Fairtrade benefits for farmers, workers and their communities 78% of the UK public recognise the FAIRTRADE Mark 1 but nearly half of UK shoppers (49%) say they never actively buy Fairtrade food or drink 2 Nine out of ten shopping trips don t result in a purchase of even one Fairtrade product 3 The what In 2015, we want to see more individuals and businesses buying and selling Fairtrade products in the UK. The more that people choose Fairtrade, the more workers will be empowered to improve their lives through the better terms of trade it offers. 2
Key Messaging: Fairtrade Fortnight 2015 Our campaign in a sentence: This Fairtrade Fortnight, we re celebrating the power of everyday choices by telling the other half of a product s story the producer s to show the difference Fairtrade makes. As an individual you could: Make a small change to your shopping list by changing one or two products to Fairtrade Buy a Fairtrade coffee on the way to work, or give Fairtrade flowers or chocolate to your loved ones on special occasions Try buying a Fairtrade product you haven t bought before such as olive oil, nuts or wine. (It s now so easy to choose from a wide range of products, from supermarket own label to premium brands) Support our campaign online Support the work to spread Fairtrade to even more products, workers in the future by making a regular donation to the Fairtrade Foundation As a business you could: Encourage your customers to change to Fairtrade products Use your own products in marketing materials Engage your staff, local communities and customers by sharing your Fairtrade story Promote the campaign in-store, in person, in marketing materials, PR, online and social media channels Use Fairtrade products in your own offices or workplace As a campaigner you could: Share the stories of the people who produce our favourite products and help convince others to Join our 2015 Stock It Challenge Ask businesses to stock products that change lives View, screen and help promote our film, which aims to connect people to the stories behind their favourite products. We think the more people that see the film, the more will go out and choose Fairtrade. Add a speaker, debate panel or tasting session to the showing to make a nice rounded event that informs, entertains, and drives people to choose products that change lives Fundraise Albert Guébré, member of the CANN co-operative, Cote d Ivoire General statistics 1.4 million workers in the Fairtrade system 4 1,210 Fairtrade certified producer organisations in 74 countries around the world 5 70% of the world s food is produced by 500 million smallholder farmers 6 Half of the world s hungriest people are themselves smallholder farmers 7 3
Statistics which can be used to create illustrative collateral (eg digital please check with impact if you need to tweak or edit for space) General 70% of the world s food Is produced by 500 million smallholder farmers Isn t it shocking that half of the world s hungriest people are smallholder farmers too? Buying Fairtrade can make a difference from fairer prices to investing in communities, businesses and futures. just demolishing a delicious snack supporting workers to build a better future 70% of the world s food is grown by 500 million smallholder farmers. Fairtrade is about working with workers in the developing world to transform their lives from fairer prices to investing in their communities, businesses and futures. just fuelling your day empowering workers to make their voices heard Fairtrade is about working with 1.4 million workers in the developing world to transform their lives. Fairtrade also means farmers work together in co-operatives giving them more power to negotiate a better deal. 4
Tea-specific 70,000 cups of tea drunk globally every second 8 Over 285,000 tea workers benefit from Fairtrade 9 Your cuppa was probably grown on the other side of the globe. Amazing, isn t it? Buying Fairtrade can make a difference for tea workers in the developing world including fairer prices, better wages and the opportunity to invest in their businesses, communities and futures. Sugar-specific The UK is the largest market for Fairtrade sugar in the world 12 Over 60,000 sugar workers benefit from Fairtrade 13 A treat here, someone benefits there. Sweet! Buying Fairtrade can make a difference for sugar workers in the developing world including fairer prices, better working conditions and the opportunity to invest in their businesses, communities and futures. Cocoa-specific 90% of the world s cocoa 10 Grown on small family farms by around 6 million farmers 11 And by buying Fairtrade, you can make a difference for cocoa workers in the developing world including fairer prices, better working conditions and the opportunity to invest in their businesses, communities and futures. Coffee-specific Around 1.6 billion cups of coffee drunk a day 14 Powering up 100 million livelihoods 15 All that coffee and all those people. Isn t that incredible? Buying Fairtrade can make a difference for coffee farmers and workers in the developing world including fairer prices, better working conditions and the opportunity to invest in their businesses, communities and futures. 5
Fortnight collateral just savouring a treat has saved cocoa farmers a four-hour trip to fetch water just demolishing delicious chocolate You ve enabled farmers to rebuild a school just preparing for baking glory means farmers can grow even better sugar just Getting your coffee fix enabling farmers to grow even better beans w For the cocoa farming community of Los Brazos in the Dominican Republic, fetching water meant visiting a stream 4km away over rough terrain. As part of the CONACADO co-operative, they used their Fairtrade Premium* to pipe in water to 32 households. The CANN co-operative of cocoa farmers in Côte d Ivoire, West Africa, used their Fairtrade Premium* to rebuild a primary school in the village of Tiemokokro to benefit 200 children. The Belize Sugar Cane Farmers Association co-operative chose to use the largest part of their Fairtrade Premium* to improve the quality of their cane which means farmers can make more sugar for your kitchen triumphs. Fairtrade coffee farmers receive the Fairtrade Minimum Price for their beans which acts as a safety net when market prices fall. At least 25% of the Fairtrade Premium* is used to enhance quality which means cup after cup of delicious coffee. F14OOH P10 F14OOH P9 F14 A4_Poster_Cocoa_Illustrative_Opt2_V1.indd 1 11/26/14 3:29 PM F14OOH P6 F14 A4_Poster_Cocoa_Illustrative_Opt1_V1.indd 1 11/26/14 3:29 PM F14OOH P4 F14 A4_Poster_Sugar_Illustrative_V1.indd 1 11/26/14 3:26 PM just demolishing A delicious snack supporting workers to build a better future just enjoying your daily tea break You ve supported farmers to build a maternity wing just demolishing A delicious snack supporting workers to build a better future F14_A4_Poster_Coffee_Illustrative_F.indd 1 11/26/14 11:52 AM We are proud to serve Fairtrade coffee... A Handpicked, honest blend. w 70% of the world s food is grown by 500 million smallholder farmers. Fairtrade is about working with workers in the developing world to transform their lives from fairer prices to investing in their communities, businesses and futures. The Sukambizi Association Trust co-operative of tea farmers in southern Malawi invested their Fairtrade Premium* in a maternity wing for Naphimba village which means better healthcare for expectant mothers. 70% of the world s food is grown by 500 million smallholder farmers. Fairtrade is about supporting workers in the developing world to transform their lives from fairer prices to investing in their communities, businesses and futures. F14OOH P7 F14OOH P1 F14_A4_Poster_Tea_Illustrative_V1.indd 1 11/26/14 3:25 PM F14OOH P3 F14 A4_Poster_Part-Range_Illustrative.indd 1 11/26/14 3:19 PM just sweetening your day means our communities can invest in education F14 A4_Poster_Full-Range_Illustrative.indd 1 11/26/14 3:21 PM Agnes Kapite, tea worker, Satemwa Tea Estates Ltd, Malawi, Southern Africa Albert Guébré, member of the CANN co-operative, Cote d Ivoire, West Africa Some sugar cane farming families in Belize struggle to support their children s education. The Belize Sugar Cane Farmers Association co-operative used their Fairtrade Premium* to fund student grants. Over the last four years, 1,474 students have benefited. Workers at Satemwa Tea Estates Ltd in southern Malawi invested their Fairtrade Premium* in providing community access to drinking water along with subsidised maize and solar electricity projects. Cocoa enables me to educate my children... The co-operative helps us with schooling loans at the beginning of the school year. Now that I have grandchildren, more sales of Fairtrade cocoa would enable me to better support my family. Photographer: Simon Rawles F14OOH P8 F14 A4_Poster_Sugar_Photo_F.indd 1 11/26/14 11:56 AM F14OOH P11 Photographer: Simon Rawles F14_A4_Poster_Tea_Photo_V1.indd 1 11/27/14 12:41 PM 11/26/14 11:56 AM Photographer: Éric St-Pierre F14 A4_Poster_Cocoa_Photo_Opt2_V1.indd 1 11/26/14 5:08 PM just picking up a coffee means we can keep growing just fuelling your day empowering workers to make their voices heard F14_A4_Poster_Coffee_Illustrative_F.indd 2 just enjoying a chocolatey moment empowering us to build a brighter future just brewing a cuppa means we ve been able to access clean water Raul Keme, farmer and cane cutter for BSCFA sugar cane producers, Belize F14OOH P2 Optional reverse to coffee poster just fuelling your day supporting workers to build a better future Albert Guébré, member of CANN co-operative, Côte d Ivoire, West Africa Fairtrade coffee farmers receive the Fairtrade Minimum Price for their beans which acts as a safety net when market prices fall. At least 25% of the Fairtrade Premium* is used to enhance quality which means cup after cup of delicious coffee. Fairtrade is about working with 1.4 million farmers and workers in the developing world to transform their lives. Fairtrade also means farmers work together in co-operatives giving them more power to negotiate a better deal. F14OOH SC Strut card F14_OOH_A5_ strut_card_illus_v2.indd 1 11/19/14 4:05 PM Marlene lost two plots of her coffee farm to leaf rust, a fungal disease devastating farms and livelihoods. Using funds from the Fairtrade Premium*, Marlene replaced the diseased plants which means she can keep producing quality coffee. F14OOH TT2 F14OOH TT2 Photographer: Eduardo Martino Tabletalkers F14_OOH_Table_Talker_v2_Coffee_PRINT.indd 1 Isn t it amazing that 70% of the world s food is produced by 500 million smallholder farmers? And shocking that half of the world s hungriest people are smallholder farmers too? Buying Fairtrade can make a difference from fairer prices to investing in communities, businesses and futures. 11/26/14 4:57 PM Cocoa enables me to educate my children... The co-operative helps us with schooling loans at the beginning of the school year. Now that I have grandchildren, more sales of Fairtrade cocoa would enable me to better support my family. F14OOH TT1 F14OOH TT1 F14_OOH_Table_Talker_V1_Generic2.indd 1 Photographer: Éric St-Pierre 11/19/14 3:59 PM 6
References 1 Fairtrade Recognition, TNS, March 2014 (slide 4, annual research) 2 Nielsen Homescan, January 2014 (slide 21, annual research) 3 Nielsen Homescan, June 2014 (slide 34, annual research) 4 Fairtrade International Annual Report 2013 2014 (page 3) 5 Fairtrade International Annual Report 2013 2014 (page 3) 6 Powering up smallholder farmers to make food fair, February 2013 (page 12) from ETC Group, Who Will Feed Us?: Questions for the food and climate crises, November 2009, page 1 7 Powering up smallholder farmers to make food fair, February 2013 (page 4) from International Assessment of Agricultural Science Technology for Development (IAASTD) Global Report Agriculture at a Crossroads, 2008 8 Fairtrade International website (http://www.fairtrade.net/tea.html) 9 Monitoring the Scope and Benefits of Fairtrade, Fifth Edition 2013, page 84 (2012 figures) 10 World Cocoa Foundation, Cocoa Market Update, April 2014 11 World Cocoa Foundation, Cocoa Market Update, April 2014 12 FLO, 2013 13 Monitoring the Scope and Benefits of Fairtrade, Fifth Edition 2013, page 93 (2012 figures) 14 Fairtrade and Coffee: Commodity briefing May 2012 (page 2) 15 Fairtrade and Coffee: Commodity briefing May 2012 (page 2)