Max Havelaar: Simply fair living at Fairbruary
With its month-long «Fairbruary» campaign, Fairtrade Max Havelaar is calling for a fair lifestyle and consumption habits in February. In addition to a sense of well-being, participants also have the chance to win prizes.
Consumers are confronted with numerous decisions in front of the shopping shelf: Is the product healthy enough, organic, regional, environmentally friendly or fairly traded? With its "Fairbruary" campaign, Fairtrade Max Havelaar is calling for a fair lifestyle, but does not want to increase the pressure when shopping. The motto is therefore "The main thing is that you look for it fairly". The casual approach and playful structure of the "Fairbruary" campaign are intended to further increase awareness of the Fairtrade label and sensitize consumers to consciously pay attention to Fairtrade when shopping.
Simply make a positive impact and win
On the Campaign website interested parties can find recipes, inspiration and a competition. The task: anyone who takes part in four different challenges for fair trade has the chance to win attractive prizes in the form of shopping vouchers from Swiss retailers.
In order to reach as many new consumers as possible, Fairtrade is focusing on broad visibility: digital advertising posters in six Swiss cities are calling on people to shop fairly. A comprehensive social media campaign on Instagram, Facebook, LinkedIn, Pinterest and TikTok aims to increase Fairbruary's visibility online. This will be accompanied by publicity reports in various Swiss media. Fairtrade is working with 28 high-reach content creators to ensure a wide reach and new target groups. They receive a box with selected products from brand and retail partners to implement recipes, create their own ideas and encourage their community to get involved.
"Fairbruary is now in its third year and is Fairtrade's biggest campaign aimed at consumers throughout Switzerland. We want to use simple and humorous messages to encourage participation and reach convinced Fairtrade fans and new Fairtrade shoppers. Because every fair purchase promotes the Fairtrade idea," says Mike Coray, Marketing & Communications Manager at Fairtrade Max Havelaar.
In addition to Fairtrade Max Havelaar, the Fairtrade organizations from Germany, Austria and Denmark are also calling for Fairbruary.
