The charity campaigns for better prices and fairer working conditions and terms for farmers and workers around the world.
Together with creative consultancy Radley Yeldar, Fairtrade has remodeled the site to be more active and dynamic and encourage more interaction with users.
The charity is no stranger to using digital to get its message across.
It first teamed up with Radley Yeldar back in May to create an animation for the charity’s sourcing program, which encourages manufacturers to buy more Fairtrade cocoa, sugar and cotton.
It’s a complex issue and so to cut through any confusion, the animation was used to package the information in an engaging way, and make the information about the program easy to understand.
Karamarama also teamed up with the charity in February to “make Foncho famous” for Fairtrade Fortnight. The campaign chose Albeiro Alfonso “Foncho” Cantillo, a 43-year-old banana farmer from Colombia, as the face of the campaign to highlight the unsustainably low prices for bananas sold in the UK.
Fairtrade created a website that carried downloadable resources such as posters and action guides, plus a video that asks viewers to “stick with the people that grow bananas” by buying fairly traded produce.
The campaign included an online petition that collected more than 70k signatures calling on Vince Cable to investigate the impact of supermarket pricing in the UK on farmers who grow bananas overseas.
The new Fairtrade Foundation website has been inspired by the organisation’s global strategic framework, “Unlocking the power of the many”, which the charity said in a statement: “laid the foundations for the site and set the tone and direction for the design, messaging and functionality”.
“When Fairtrade Foundation launched 20 years ago, it was an innovator in the field,” says Ben Varley, client director, RY. “The new site, which is inspirational in tone, reflects the roots of the organisation whilst looking to its future as a leading movement committed to supporting and instigating better, fairer trading partnerships”.