What is it?
The charity is encouraging the public to take part in a march to put pressure on the Prime Minister, David Cameron, to champion a better deal for the world's smallholder farmers at this year's G8 meeting.
The charity has designed a microsite where members of the public can create personalised 'mini-marchers'. These will be printed on paper and will 'march' on parliament on 4 March. People are alos being asked to sign a petition that calls for a fairer deal for farmers.The campaign coincides with Fairtrade Fortnight, which is running from 25 February to 10 March.
How was it launched?
The campaign was launched with the support of 30 celebrities, including Jonathan Ross, Tulisa, Harry Hill, Eddie Izzard and Louis Smith, whose mini-marchers will be leading the march.
The campaign includes a video that explains what is happening:
How's it going so far?
The campaign signed up 3,150 people within a day of its launch.
Why the campaign?
The main aim is to get the subject raised at the next G8 summit in the spring. The petition will call on David Cameron to take urgent action to support the world's smallholder farmers. More than 500 million of these farmers produce 70 per cent of the world's food but receive an average of only 3 per cent of the retail prices charged by supermarkets for their goods.
Third Sector verdict
This is an innovative digital campaign because it manifests itself physically in the march to parliament. The paper people are a quirky alternative to a run-of-the-mill petition and photos of the march of thousands of figurines will make a powerful statement. The option to use pre-designed versions online also makes sure that potential supporters aren’t put off by the extra time spent personalising their protestors. However, it might not be engaging for supporters if they are not directly involved in the march themsleves.