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Fairtrade Foundation, I Do Campaign
Client:
Fairtrade Foundation
Services:
Video & photography
Challenge
To increase awareness of a new campaign launched by the Fairtrade Foundation to increase the number of Fairtrade gold rings sold by 100,000 to generate $1 million worth of Fairtrade Premiums for impoverished mining communities.
Solution
- Generating ideas to appeal to broadcast and online media while not losing the campaign message.
- Advised on the gold rings stunt developing it to enhance the story to get the required images and footage.
- Created a B-Roll package that included stock footage of unregulated and Fairtrade mines in Africa and South America alongside interviews with activists and jewellers working with Fairtrade gold.
- Produced PR images and an editorial video to give it maximum media appeal.
Results
- Secured broadcast pick up on London Live and BBC World News.
- 9 hits with online media with the Daily Express, International Business Times, The Guardian, MSN Video, BT.com, Yahoo News, The Belfast Telegraph, TalkTalk, and AOL news using our video.
- Our images ran on the PA Wire with national newspapers like The Guardian using them in print and online. It was also used by The Telegraph online as well as 6 other websites.
