The Canadian Fair Trade Network recently teamed up with the agency Rethink Communications to produce a line of unusual Fair Trade Chocolates. In the wake of the Easter season, many consumers are left with an abundance of chocolate eggs and bunnies. This campaign shows the darker side of the chocolate industry by turning these tasty Easter treats into a tool for change.
The unusual Easter confections designed by the Canadian Fair Trade Network and Rethink Communications consist of chocolates formed into images of children working on West African cocoa plantations. The provocative Fair Trade chocolates were designed to remind consumers that most of their chocolate is the result of child labor and to point them towards ethically sourced cocoa products instead. As part of the campaign, the organization also handed out free hot chocolate in heat-sensitive cups that revealed hidden messages about the issue of child labor.
The thought-provoking campaign demonstrates a powerful approach to changing consumer behavior.