Fairtrade Belgium: 67 CENT CAMPAIGN

Credits & Description:

Agency: Darwin BBDO
Client: Fairtrade Belgium
Product: Fairtrade week
Title: 67 CENT CAMPAIGN
Media: Integrated
Country: Belgium
Date Of Campaign: 5 October 2018
Background:
The majority of the cocoa farmers in West Africa earn only 67 cents a day, and that's under the extreme poverty line.
Idea:
The campaign explores what would happen if we here in Belgium only got paid 67 cents a day. And voiced that in a very personal question: “How long would you work for 67 cents?”.
Results:
Social media reach: 130 times the normal level.