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Fairtrade Fortnight 2017 Radio Day
Date:
27 February 2017
Client:
Fairtrade Foundation
Agency:
Radio Day
Challenge
Monday 27th February 2017 marked the launch of Fairtrade Fortnight 2017. It is an annual campaign to raise awareness of the Fairtrade Foundation and the importance of choosing Fairtrade. Each year the Fortnight has a slightly different focus and 2017 is all about ethical shopping and the importance of not feeding exploitation. As Fairtrade is a global initiative, an obstacle we faced, is how can we make it relevant to local people across the UK – a must when undertaking a radio day.
Solution
To do this, we undertook research amongst consumers which surveyed their understanding of ethical shopping and whether or not people know who produced the food and drink they consume and where it comes from.
On the day itself, we had access to Mike Gidney, CEO of the Fairtrade Foundation; Allegra McEvedy, Junior GBBO presenter, Chef and Fairtrade Foundation Patron; and Charles Chavi, a sugar cane farmer from Malawi as spokespeople.
Results
We secured a live on the sofa slot with national TV programme BBC Breakfast; interviews with national radio programming Jazz FM and BBC Scotland; as well as interviews with 5 further high reaching regional BBC and commercial radio stations.
