What is it?
The Great British Fairness Debate is a new campaign from the Fairtrade Foundation that aims to encourage people to "act fairly" by buying more ethically produced items and therefore ensuring better prices for the people who make them.
The website for the campaign features a quiz that calculates how fair a person really is by asking them what they would do in particular situations – for example, trying to buy a drink at a busy bar and travelling on public transport. At the end of the quiz people are given a percentage score and encouraged to share this on social media.
People are also being asked to commit to buying more Fairtrade products, with specific pledges to buy more hot chocolate, bananas and cocoa available to sign online.
The organisation has also produced a one-minute video that reminds viewers how frustrating it is to be treated unfairly. In the clip, an actress pushes to the front of the queue repeatedly at a coffee stand, causing annoyed reactions from people in the queue. The video has had more than 48,000 views on YouTube in the first two days since it was published on 2 October.
The website features an infographic with facts and figures about Fairtrade coffee, and case studies on farmers who have been helped by the charity.
Who is supporting the campaign?
Many ethical brands have backed the campaign by offering prizes, which are awarded to one person who makes a pledge each day. Links to ethical brands are also featured on the main website for the campaign, giving people information about the Fairtrade products that are available, and many of these brands have supported the campaign on social media
Third Sector verdict
The success of this campaign is that every element is focused on action. The campaign’s strapline, "Don’t just think fair. #BeFair", the online pledges and the annoyance the viewer feels when watching people being treated unfairly in the video clip all encourage people to go out and buy Fairtrade products, rather than just sharing or liking the campaign online.