Dancing celebrities promote Fairtrade Fortnight with digital campaign

The Fairtrade Foundation is shifting to a digital focus to promote this year's Fairtrade Fortnight, and is running a series of light-hearted YouTube films featuring celebrities.

Alistair McGowan: joins the Fairtrade Steppers
Alistair McGowan: joins the Fairtrade Steppers

Fairtrade Fortnight runs from today (February 27) until March 11 and promises to be "the biggest online Fairtrade event ever".

The short web-based films feature 12 celebrities, including comedian Alistair McGowan, former Blue singer Simon Webbe, and 'Apprentice' star Kate Walsh.

The clips capture the celebrities – known as the Fairtrade Steppers – in various everyday scenarios.

Each time they see a Fairtrade mark they are spontaneously whipped in into an infectious "dance-frenzy", which soon spreads to everyone else nearby.

John Tashiro, marketing director at The Fairtrade Foundation, said: "Fairtrade Fortnight 2012 will be the biggest online Fairtrade event ever.

"We haven't  forgotten traditional media routes, but the grassroots movement of Fairtrade supporters and campaigners in the UK are increasingly connected through online tools and communications."

The digital strategy is targeted at a wider mainstream consumer audience than before, and the organisation is looking to create an online buzz to encourage the sharing of the campaign across digital channels.

The 12 celebrities appearing in the campaign are: Alistair McGowan; Jessica Hynes; Simon Webbe; Fancesca "Cheska" Hull; Kate Walsh; Natalie Pinkham; Di Dougherty; Darren Bennett; Lilia Kopylova; Will Clarke; Louisa Lytton; and Tommy Holgate.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).