Fairtrade Foundation seeks 'deeper' engagement with 2013 activity

The Fairtrade Foundation is to introduce the strapline 'Go further', as the charity aims to encourage commercial partners and consumers to make a bigger commitment to Fairtrade.

Fairtrade Fortnight: looking for 'deeper' understanding
Fairtrade Fortnight: looking for 'deeper' understanding

Nestle, The Co-operative and Sainsbury's are among the lead partners for this year's activity, which runs from 25 February until 10 March.

Last year's Fairtrade Fortnight led with the tagline 'Take a step' and called for consumers who were unfamiliar with the brand to buy Fairtrade-certified products.

The forthcoming activity will now ask customers and partner businesses to 'do more' by purchasing certified products from a wider range of categories.

Cheryl McGechie, director of public engagement at the Fairtrade Foundation, explained:'ÔSomeone might buy Fairtrade coffee, but we want to encourage to them buy more than one Fairtrade-certified product.'

In a further departure from its traditional annual marketing plans, the charity is lining up a global campaign in September to encourage 'deeper understanding' of Fairtrade.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published