These Easter Chocolates Highlight the Issue of Child Labor
Katherine Pendrill — March 28, 2016 — Lifestyle
References: cftn & fastcoexist
The Canadian Fair Trade Network recently teamed up with the agency Rethink Communications to produce a line of unusual Fair Trade Chocolates. In the wake of the Easter season, many consumers are left with an abundance of chocolate eggs and bunnies. This campaign shows the darker side of the chocolate industry by turning these tasty Easter treats into a tool for change.
The unusual Easter confections designed by the Canadian Fair Trade Network and Rethink Communications consist of chocolates formed into images of children working on West African cocoa plantations. The provocative Fair Trade chocolates were designed to remind consumers that most of their chocolate is the result of child labor and to point them towards ethically sourced cocoa products instead. As part of the campaign, the organization also handed out free hot chocolate in heat-sensitive cups that revealed hidden messages about the issue of child labor.
The thought-provoking campaign demonstrates a powerful approach to changing consumer behavior.
The unusual Easter confections designed by the Canadian Fair Trade Network and Rethink Communications consist of chocolates formed into images of children working on West African cocoa plantations. The provocative Fair Trade chocolates were designed to remind consumers that most of their chocolate is the result of child labor and to point them towards ethically sourced cocoa products instead. As part of the campaign, the organization also handed out free hot chocolate in heat-sensitive cups that revealed hidden messages about the issue of child labor.
The thought-provoking campaign demonstrates a powerful approach to changing consumer behavior.
Trend Themes
1. Fair Trade Chocolates - Disruptive innovation opportunity: Developing new and innovative ways to promote fair trade and ethical cocoa sourcing in the chocolate industry.
2. Child Labor Awareness - Disruptive innovation opportunity: Creating educational campaigns and initiatives to raise awareness about the issue of child labor in the cocoa farming industry.
3. Ethical Consumerism - Disruptive innovation opportunity: Encouraging the growth of a consumer base that prioritizes purchasing products made with ethical sourcing and fair trade practices.
Industry Implications
1. Chocolate Industry - Disruptive innovation opportunity: Implementing sustainable and socially responsible practices in the chocolate manufacturing process to combat child labor and promote fair trade.
2. Advertising and Marketing - Disruptive innovation opportunity: Using unconventional and thought-provoking advertising strategies to raise awareness and promote ethical consumerism.
3. Social Activism - Disruptive innovation opportunity: Mobilizing social activism and advocacy groups to pressure chocolate companies to address child labor and promote fair trade practices.
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