Fairtrade Month May 2018 - Fairtrade Canada
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Fairtrade Month
May 2018
A guide to resources for businesses
index
Campaign concept 2
Campaign messaging 3
Logo and slogan 4
Personalized emails 5
Web and blog content and banners 6-7
Videos 8
Social media content and photos 9-12
Print and POS assets 13
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Feed empowerment.
Choose fairtrade.
Fairtrade Month
This year’s Fairtrade Month in May is about building
positive connections between the consumers that
buy products, and the producers that make them. It
highlights the fact that choosing Fairtrade products
feeds empowerment for more than 1.66 million
farmers and workers in the Global South who are
part of the Fairtrade system, giving them better
wages, safer working conditions and a healthy
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environment.
It’s a great opportunity to talk to your customers
about transparency in your supply chains, your links Feed empowerment.
to farmers and workers, and how you work with Choose fairtrade.
Fairtrade.
Page 2
campaign messaging
It’s Fairtrade Month. Feed Empowerment and
choose Fairtrade!
This year we’re inviting you to feed the
empowerment of farmers and workers to get a fairer
deal.
The people who grow the things we love to eat,
drink and wear deserve to be paid fairly for their
work. With a stable income they can invest in their
communities and break the cycle of poverty.
Through Fairtrade, farmers have the chance to
educate their children, improve their housing, keep
their families healthy, and participate in projects to
benefit their local communities. They can invest in
their farms to improve quality and earn more for their
crops. Fairtrade can transform whole communities,
but only if enough people choose it.
Page 3
fairtrade month logo and slogan
Feed empowerment.
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8
Choose fairtrade.
Feed empowerment.
8
Choose fairtrade.
Use the Fairtrade Month logo when promoting any The Feed Empowerment slogan should be used in
activity relating to Fairtrade in the month of May conjunction with the Fairtrade Month logo. Ensure that
– posters, end cap signs, online, print, flyers and lettering is on a neutral coloured block if background is
more. Allow either a square of white space around busy.
the logo or a neutral coloured background if the
logo is close cropped. For additional logo colours, go to the Material &
Resources section of fairtrade.ca/materials.
Page 4
Personalized Emails
Fairtrade Month for Customers (B2B) Fairtrade Month for Consumers (B2C)
Email your business customers who sell Fairtrade Reach your consumers and supporters. Remind them
products to let them know how they could take about your Fairtrade product range and how to get
advantage of Fairtrade Month. Use our sample involved in activities or take advantage of offers with your
text below or draft your own. brand. Use our sample text below or draft your own.
Subject line: Get ready for Fairtrade Month this May! Subject line: Get ready for Fairtrade Month this May!
[Company] is inviting you to take part in Fairtrade Month 2018 [Company] is inviting you to take part in Fairtrade Month 2018
Dear [name] Dear [name]
DOWNLOAD FAIRTRADE DISCOVER [COMPANY]
MONTH ASSETS NOW FAIRTRADE
OFFERS/PRODUCTS
[Company] is inviting you to take part in Fairtrade Month. From May 1-31st, 2018, you can get [Company] is inviting you to take part in Fairtrade Month. From May 1-31st, 2018, you can
involved in this Canadian-wide campaign to remind your customers, business partners, and get involved in this Canadian-wide campaign to have fun and find out about the good that
employees about the good that your Fairtrade [coffee] does. Fairtrade campaigners, support- choosing [your brand of coffee] with the FAIRTRADE Mark does.
ers, churches, towns, universities, retailers, and partners will be taking part in events, talks
and promotions across the country raising awareness about what Fairtrade is and does. We’d What Fairtrade delivers
love [personalize] to join in and experience the engagement and energy of Fairtrade Month! Our Fairtrade range [link to your website] is [background and product names or offers or
events]. Farmers and workers who grow the [coffee] we [drink] deserve to be paid fairly for
What Fairtrade delivers their work and with a stable income can invest in their farms to improve quality and earn more
Fairtrade Month is an opportunity to tell your audiences about your Fairtrade certified products for their crops. Farmers have the chance to educate their children, improve their housing
and about how they FEED EMPOWERMENT. Let them know how farmers and workers who and invest in clean water to keep their community and environment healthy, and as a result
grow the [coffee] we [drink] deserve to be paid fairly for their work. This provides them with a transform entire communities.
stable income where they can invest in their farms to improve quality and earn more for their
crops. Farmers have the chance to educate their children, improve their housing and invest in Across the country, Fairtrade campaigners, supporters, churches, towns, universities and
clean water to keep their community and environment healthy, and as a result transform entire retailers will be taking part in events, talks and we’d love [personalize] you to join in and
communities. [try our range or come to our event or take part in our competition] from May 1-31st, 2018.
We’ll be using the hashtags #FairtradeMonth, #FeedEmpowerment, #ChooseFairtrade and
Here’s how to take part #MayisFairtradeMonth on our social media channels. So join the conversation and show your
You can download [link] powerful images for social media or make your own posters and support for Fairtrade and [Company].
digital banners with ready-made copy and headlines. Use our hashtags #FairtradeMonth,
#FeedEmpowerment, #ChooseFairtrade and #MayisFairtradeMonth to join the conversation Kind regards,
and include a link to your website. Our handy Guide is included to show you what’s available
and provide inspiration.
Kind regards, Page 5
web and blog content
Helenas Health Foods
Use our banners, photos and text with a link to your
Fairtrade products or showcase them on a landing
page for the month of May. Here’s some more
inspiration:
-- Run a competition to win Fairtrade products with
questions about Fairtrade and your business.
-- Showcase your Fairtrade products – you can use
information from our fairtrade.ca website to talk
about impact for farmers and workers.
-- Blog about the country and co-operatives your
Fairtrade products come from.
LATEST POSTS
-- Hold a tasting event with customers or your Fairtrade Month
team. May 1, 2018 Leave a comment
-- Tell the story of the Fairtrade Premium and what We’re inspired by Fairtrade Month that starts today! To
celebrate, we’re making a coffee cake with Fairtrade
producers often spend it on. ingredients – cocoa, chocolate and sugar from Fairtrade
farmers and workers - that are for sale in our store.
We want to highlight the fact that many farmers and
workers still live in poverty, and choosing Fairtrade is
one way to empower them. Here’s the recipe...
Page 6
web and blog banners
Choose from our selection of web and blog banners
or create your own using our campaign messaging,
logo, and other materials found on the Fairtrade
Canada website.
-- Female banana farmer in a factory
-- Male coffee farmer working outdoors
-- Female coffee farmer in a field
-- Female farmer posing out a window
YOUR LOGO [Company’s] Fairtrade products are
HERE making a difference.
Get ready for Fairtrade Month this May!
We’re inviting you to get ready to support Fairtrade farmers and workers to
get a better deal. We’re proud of our range of [Fairtrade products].
The people who grow the things we love to eat, drink and wear deserve to
be paid fairly for their work. With a stable income, they can invest in their
communities and break the cycle of poverty.
Through Fairtrade, farmers have the chance to educate their children,
improve their housing and invest in clean water to keep their community
and environment healthy.
Page 7
Fairtrade videos
Video is a great way to share the Fairtrade story on your website or in your social media. You could upload video of
a Fairtrade event you’re holding or demonstrate a popular recipe. If you don’t have ready-made content, you can
link to these Fairtrade videos below.
Meet Samuel, a Fairtrade coffee
What is Fairtrade?
farmer from Kenya (VR Film)
For more videos from Fairtrade Canada, go to
fairtrade.ca/fairtrademonth.
Fairtrade Matters
Page 8
social media Posts and hashtags
Make it easy to find, follow and contribute to
the conversations happening during Fairtrade
Month by using the hashtags #FairtradeMonth,
#FeedEmpowerment, #ChooseFairtrade and
#MayisFairtradeMonth.
Here’s how you can stand out with your social media
during Fairtrade Month:
-- Using hashtags greatly increases engagement so
make sure you use them consistently throughout the
campaign.
-- Post several times a week over the 4 weeks in May,
especially when your customers are online.
-- Monitor the hashtags for relevant content you might
share on your channels.
-- Add your voice! Show the people behind your brand Don’t forget to keep an eye on Fairtrade Canada’s
by live-tweeting or using live video to boost interest. social channels for content you could re-share, and
-- Let Fairtrade Canada know what your plans are so tag us @FairtradeCanada to let us know what you’re
that we can help share them. up to!
Page 9
facebook photos and posts
Get ready for Fairtrade Month by using our hashtags,
photos, and post ideas like the ones below for your
Facebook or LinkedIn business pages:
#ChooseFairtrade during #FairtradeMonth and help
transform entire communities.
#FeedEmpowerment during #FairtradeMonth this May.
During #FairtradeMonth, #FeedEmpowerment so that
farmers and workers get a fair deal.
Some of your favorite breakfast items like bananas, coffee,
and tea aren’t grown locally and come from farmers and
workers in the Global South. #MayisFairtradeMonth so show
support for farmers and workers and #ChooseFairtrade.
#FairtradeMonth
#FeedEmpowerment
#ChooseFairtrade
#MayisFairtradeMonth
Page 10Twitter photos and posts
Update the header photo of your Twitter profile
page and tweet or retweet to your followers with our
photos, hashtags and text. Don’t forget to include a
link to your Fairtrade products!
Let’s make a point to #FeedEmpowerment instead of the
exploitation of farmers and workers by making sure that we
#ChooseFairtrade.
During #FairtradeMonth, farmers and workers will get paid
what they deserve if you #ChooseFairtrade for your favorite
food and drink.
#MayisFairtradeMonth. When you #ChooseFairtrade, it
means better wages, safer working conditions and a healthy
environment.
Fairtrade helps #FeedEmpowerment for farmers so they can
educate their children, improve their housing, and earn more
#FairtradeMonth for their crops.
#FeedEmpowerment
#ChooseFairtrade
#MayisFairtradeMonth
Page 11instagram photos and posts
Use our photos, hashtags and text for ideas to
help you talk about Fairtrade Month.
It’s #FairtradeMonth! #FeedEmpowerment so farmers and
workers get better wages, safer working conditions, and a
healthy environment. #ChooseFairtrade.
Get ready for #FairtradeMonth in May! #ChooseFairtrade
so that farmers and workers can feed their families, save
for their future and invest in their communities.
May is #FairtradeMonth and we’re inviting you to
#FeedEmpowerment for the farmers and workers who
grow the things we love to eat, drink and wear.
#FairtradeMonth
#FeedEmpowerment
#ChooseFairtrade
#MayisFairtradeMonth
Page 12print and pos assets
“
We’ve created a whole suite of digital assets to help you get ready
Through Fairtrade, we received training
for Fairtrade Month! Use our end cap poster, hanging sign or
”
around soil conservation and how to
shelf wobblers to highlight Fairtrade products at a retail store. For manage the impacts of climate change.
We obtained better knowledge and
an event or activity, use our poster or print some of our banner support for plot diversification and
organic production.
photos to have on display. You can also create your own POS Mauricio Gabarrete
assets using our Fairtrade Month photos, logo and slogan. Flor del Pino coop, Honduras
Contact retail@fairtrade.ca to get more information on our retail
digital assets, or go to fairtrade.ca/materials. Feed empowerment.
Choose fairtrade.
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fairtrade.ca/fairtrademonth
Page 13Fairtrade Canada
Feed empowerment.
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800-250 City Centre Avenue | Ottawa ON | K1R 6K7
Choose fairtrade. T: +1 613 563 3351 | E: info@fairtrade.ca
fairtrade.ca
Photography credits: Sean HawkeyYou can also read
