Fairtrade Launches Global 'Bitter Sweet' Campaign To Unwrap A Fairer Future For Cocoa Farmers
AsiaNet 90401
WASHINGTON, July 2, 2021 /PRNewswire=KYODO JBN/ --
Fairtrade has unveiled a new global campaign, Bitter Sweet, featuring a
stop-motion animation, "Unwrap a Fairer Future," that literally unwraps the
bitter truth behind unethical cocoa sourcing practices by some major chocolate
manufacturers. From July 1-7, 2021, this global campaign will reach people in
22 countries leading up to the film's global debut across Fairtrade's owned
social channels on World Chocolate Day, July 7, 2021.
Video - https://mma.prnewswire.com/media/1555442/Unwrap_a_Fairer_Future.mp4
"Unwrap a Fairer Future" is a specially commissioned campaign film designed to
show how choosing Fairtrade chocolate can change the lives of cocoa farmers.
Produced by Fairtrade in collaboration with Niels Hoebers, the stop-motion
animation (
) tells the story of two bespoke bars of chocolate. At first glance, both look
good enough to eat, but once unwrapped, the bars tell two vastly different
stories.
The bitter bar shows the cocoa lands of West Africa, where uncertified cocoa
farmers who are unable to grow their crop on Fairtrade terms face injustice and
low prices, leading to poverty and deforestation that holds farming communities
back. The film also depicts a sweeter side: Fairtrade-certified cocoa farmers
benefit from rigorous independent standards receive support to adapt their
farming practices to meet those standards, earning fair prices for their cocoa.
"We're making the bitter cost of each non-certified chocolate bar instantly
apparent," said Nilufar Verjee, Fairtrade's director of public engagement and
global cocoa campaign lead. "This is a captivating and shareable way to
discover why cocoa farmers who grow the cocoa in our favourite chocolate bars
deserve better incomes."
Fairtrade advocate and "Bridgerton" actress Adjoa Andoh shared: "Every
Fairtrade bar of chocolate that you buy, every cocoa bean, means decent
healthcare, education, and a collective voice all the way through the supply
chain. Make the choice for hope, a future and joy, through the delicious medium
of chocolate. Happy Fairtrade World Chocolate Day!"
Bitter Sweet launched with cocoa farmers sharing their own personal experiences
(
). In the days following, 22 Fairtrade global regions are sharing information
on social media about Fairtrade's impact, where to buy Fairtrade chocolate and
how consumers can help by sharing with a friend. The campaign will culminate
with the debut of the "Unwrap a Fairer Future" animation on World Chocolate
Day, July 7, 2021.
Download press assets at: https://bit.ly/2SLXfrB
Media contact: martine.parry@fairtrade.org.uk | +44 (0)7886 301486.
SOURCE: Fairtrade International
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