Social media campaign "Fair verbindet"

Challenge

Many young people are looking for ways to make the world a fairer place. At the same time, they often feel overwhelmed: the issues are complex and the advertising messages from industry are intrusive and seductive. What guidance could be offered here without pointing fingers?

Implementation

Together with Forum Fairer Handel, we launched the “Fair verbindet” (fair connects) campaign on Instagram. The focus is on portraits of young people from different cultures and countries. With their stories of change, commitment, and empowerment, they show how diverse the Fairtrade movement is.

Interactive formats motivate the young community to join in the conversation, get involved, and become part of the global movement.

We developed the campaign's goals, target groups, messages, tone, and slogan in a joint workshop. Based on the results, we created the design and produced formats such as reels, sharepics, and simple templates—all structured and documented in such a way that the Forum team could continue the campaign independently.

Impact

The content was enthusiastically adopted and widely distributed by the forum's member organizations. The reels and sharepics brought the diversity of the community to life and positively influenced the image of Forum Fairer Handel among the young target group.

This was so well received by other target groups that the forum is now using design elements from the campaign on a permanent basis for its Instagram presence.