The not for profit organisation wants Fairtrade to be not “just about a fortnight” and will use the annual Fairtrade Fortnight campaign as a launch pad for a year of scheduled activity to drive further awareness.
The year round activity will include PR and online activity as well as campaigns led by Fairtrade brands such as Maltesers, Cadbury and CaféDirect, which will have more opportunities to demonstrate their involvement.
Activity will structured activity around four seasons, including a summer push that will target festivals and school fetes to promote the full Fairtrade range, and an autumn push to drive shoppers in store, instead of relying on one spike of activity during the Fairtrade Fortnight.
It will also ramp up activity around World Fairtrade Day in May by joining forces with international partners to focus on the links between development and business.
The strategy includes a new strapline: “Take a step for Fairtrade” due to be unveiled at the annual Fairtrade Foundation’s Commercial Conference this week.
The campaign is designed to encourage consumers to take a step by step approach to switching to Fairtrade products across all categories, throughout the year.
Barbara Crowther, director of policy and communications says that the concept will educate consumers about Fairtrade alternatives that consumers may not be aware of and encourage people to do one more thing for Fairtrade.
The strapline will launch in time for the next Fairtrade Fortnight 2012 between 27 February and 11 March.