When you don't lift a finger for other people's daily wages
How long would you work for 75 rappen? Fairtrade Belgium has launched an awareness campaign to highlight the unfair wages paid to cocoa farmers.
67 cents (the equivalent of around 75 centimes) are earned by farmers who are at the very beginning of the value chain with their products. Not per hour, but per day. The fact that most of us wouldn't even lift a finger for this amount illustrates how unfairly the cake is distributed. Some are barely able to feed themselves and their families despite their hard work, while others at the other end of the value chain rake in the fat profits.
Fairtrade organizations are committed to ensuring that raw material producers are paid more fairly. For example, with campaigns that make consumers think. In Belgium, the NPO Fairtrade Belgium, together with the agency Darwin BBDO, has implemented a broad-based awareness-raising campaign that has attracted attention and interest beyond the country's borders. The message: if people were compensated so shabbily here, the world would quickly come to a standstill. The campaign is summarized in a case film worth seeing, which itself cuts corners.
