Fairtrade starts interactive push

fairtradeThe Fairtrade Foundation is aiming to capitalise on the surge in sales of fair-trade food and products with an interactive campaign, which enables consumers to star in a short film which tells the global story of Fairtrade.
In the film the essence of Fairtrade is represented by a book which is passed from producers to consumers showing how everyone is connected through the Fairtrade system. There are five language versions of the film – English, French, German, Spanish and Dutch – and those versions of the film are launching in other European countries at the same time as the UK release.
Published in a microsite, the film (www.fairstory.com) can also be accessed through YouTube and other websites, and will update dynamically. For example, users who log in to Facebook Connect will see their profile image mapped into the film. At the end of the film the user will have the chance to share it with friends. The Fairtrade Foundation has more than 48,000 Facebook fans.
When shared in Facebook the film will be playable in both the user’s wall and within all the user’s friends’ news feeds. It will also feature roll-over pop-up functionality, and show a call to action.
If the film is shared, the user who shared the film will appear in the film’s opening shot and a later ‘Sticker’ page – aimed at catching the interest of those viewing the film through Facebook – while the ‘Corkboard’ shot at the end of the film will have a ‘Join the Story’ message to encourage new viewers to upload their own images.
Staff at the Fairtrade Foundation along with lead agency Generation Alliance, interactive experts The Rumpus Room and film producers The Sweet Shop all worked on the campaign. Fairtrade Foundation head of creative services Michael Laloe said: “We have used technology to give people the chance to be a part of a global story, connect with people around the world and celebrate fairness.”
Fairtrade food grew by 64 per cent to reach sales of £749m in 2010, while sales of the RSPCA-backed Freedom Food products tripled in two years to reach £122m. Around 7.5 million people – (farmers, workers, their families and communities) – across 58 developing countries in the developing world benefit from the international Fairtrade system.

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