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Fairtrade Foundation

The Fairtrade Foundation tests consumers’ ‘fairness’ in new campaign

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By Natalie Mortimer, N/A

September 28, 2014 | 2 min read

The Fairtrade Foundation has created a social experiment as part of its autumn campaign to test UK consumers’ levels of fairness and highlight the farmers and producers who benefit from the Fairtrade system.

The Fairtrade Foundation tests consumers’ ‘fairness’ in new campaign

The Great British Fairness Debate, which runs for two weeks from today (29 September) until 12 October, spans online, social and PR and aims to show consumers that by acting more fairly and choosing Fairtrade products more regularly, they can make a real difference.

Created in partnership with communications agency Karmarama and digital specialist Eight Arms, the campaign will drive consumers to a new microsite, where they will be able to take part in The Great British Fairness Test.

The campaign will also feature a film showcasing a social experiment that aims to decipher how fair the Great British public is in everyday situations.

With a staged pop-up coffee cart and an actress rudely pushing into queues, the film asks the public, ‘What would you do?’ and ‘Would you stand up for fairness?’

Cheryl McGechie, director of Public Engagement, Fairtrade Foundation said: “Although many consumers sometimes shop ethically, they could be buying Fairtrade more regularly than they do. Through the creation of a fun and engaging campaign, we’re seeking to encourage people to think about their own personal fairness, and to give people a nudge to think about fairness to farmers and producers.”

The campaign will use the hashtag #befair across social media channels.

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