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.- Free media impressions: over 6 million.- Organic reach was twice the size of paid reach and delivered 90% of interactions.- 67 Cents was celebrated as the best Fairtrade campaign ever and now already runs in 4 other countries.