Fair Trade USA’s Fair Trade Month Campaign to Generate Awareness and Alleviate Global Poverty
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Fair Trade is a market-based approach to alleviating global poverty. Fair Trade USA helps empower more than 1.5 million farmers and workers around the world to fight poverty, improve lives, and protect the environment – contributing to the long-term sustainable development of farming communities.
There are currently over 2 billion people in the world that live on less than 2 USD per day. Fair Trade USA, a nonprofit organization, seeks to change this story. From far-away farms to your shopping cart, products that bear the Fair Trade Certified logo come from farmers and workers who are guaranteed a fair price, allowing them to build sustainable businesses that positively influence their communities.
We’re a nonprofit, and while a portion of our revenue is based on grants and donations, our charitable service comes in the form of fair prices, market connections and support for farmers and workers around the world.
It’s trade, not aid. We teach disadvantaged communities how to use the free market to their advantage. Through simple purchases such as a cup of coffee or a bar of chocolate; we can help farmers help themselves rise out of poverty.
Every October, the energy of the Fair Trade movement is ignited when brands, retailers, NGOs and consumers unite to increase awareness during Fair Trade Month. We invest in education efforts like this because awareness is key to driving sales of Fair Trade Certified products and ultimately increasing impact for farmers.
According to a 2009 Globescan study, once a shopper is aware of what Fair Trade means, 8 in 10 will buy Fair Trade Certified products. Education results in impact. Fair Trade USA drives this innovative campaign by providing supporters with materials, retail opportunities, social media tools and media relations to help reach new audiences with the Fair Trade message.
As a result of its collaborative marketing programs, Fair Trade USA and partners reached nearly 30 million consumers during Fair Trade Month 2011, reinforcing the message that our everyday purchases have the power to improve lives and protect the environment.
Some highlights from Fair Trade Month 2011:
- 35,174 educational materials distributed, a 50% increase over 2010
- Launch of Fair Trade Finder application for Facebook, iPhone and Android and more than 26,000 products added to the Fair Trade Finder smartphone application
- 1.8 million impressions generated by the #FairTradeMonth Twitter Party with Good Guide in 24 hours
- Fair Trade Certified Facebook page received 2.4 million post views (up 242% compared to Sept)
- Partnerships with celebrity ambassadors including Barton Seaver, Julie Benz, Grace Potter, Michael Franti, Ashley Koff RD and Malika Ameen resulted in 2.7 million total impressions
- More than 60 news articles on Fair Trade, including Triple Pundit, Lifestyle, FastCompany and Examiner.com.
“Switching to Fair Trade products is an important part of being a responsible global citizen.” — Lucy Lick, Teens Turning Green
Fair Trade gives people an opportunity to reach halfway around the world and help farming families keep their kids in school and put food on the table. Fair Trade USA helps people vote with their dollar for a better world – Together we can show the world that Every Purchase Matters.
More About This Charity
Region
West
Category
Most Effective Awareness Campaign by a Charity
Name
Fair Trade USA
Mission
Fair Trade USA, a 501 (c)(3) non-profit organization isn’t your traditional charity – we aim to alleviate global poverty through trade, not aid, enabling sustainable development and community empowerment by cultivating a more fair global trade model that benefits farmers, workers, consumers, industry and the earth. We achieve our mission by certifying and promoting Fair Trade products, benefiting over 1.5 million farmers and farm workers around the world.
Impact
- This charity raised $5 million in the past year
- This Achievement helped 1.5 million farmers in the past year
- 30 million media impressions; 35,174 awareness materials distributed; 60 news articles on Fair Trade, 6 celebrity partners
Works In
Awareness efforts in the US have impacted more than 70 countries with low to medium development status in Africa, Asia, Latin America and the Caribbean
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