The Fairtrade Foundation has launched its online digital campaign, created by Kream, with a series of short YouTube films featuring its twelve ‘Fairtrade Steppers’ celebrities.
The videos see the Fairtrade Steppers (Alistair McGowan, Jessica Hynes, Simon Webbe, Francesca ‘Cheska’ Hull, Kate Walsh, Natalie Pinkham, Di Doughty, Darren Bennett, Lilia Kopylova, Will Clarke, Louisa Lytton and Tommy Holgate)starting to dance when they see the Fairetrade logo, with the dancing becoming contagious to all nearby.
Lisa Green, partner at Kream, said: “The Fairtrade message is really important and one we are proud to be involved with. The Fairtrade Foundation presented us with a highly engaging brief and Kream and Kaper are thrilled to be bringing the Take A Step campaign to life.”
Filmed over six days, the 60-90 second step films aim to raise awareness of the Fairtrade Fortnight, which runs from 27 February to 11 March.
The core aim is to drive not just public awareness of Fairtrade but also individual action which the Foundation hope will result in 1.5 million steps for Fairtrade throughout 2012.
John Tashiro, marketing director of 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 campaign aims to stimulate action and reaches out to consumers, commercial partners and campaigners through different channels across the year, but crucially under a unified banner. Kream and Kaper have been instrumental in developing our PR activity and film assets, using their blend of creative flair, innovative use of budget and production know-how.”