Coffee Farmer Crisis
Awareness Campaign
12.5 million coffee-growing families are struggling to make ends meet, while big coffee chains continue to experience immense profitability. Our team responded to Heifer International’s challenge with a campaign that would broaden public and corporate awareness to the coffee farmer crisis by raising questions, fostering transparency, and sparking action.
Share the Bucks
In a world defined by conformity, coffee drinkers are now seeking a product with an ethos. They are willing to stand up to coffee chains to support a movement that supports people. In this case, fair pay for fair work—urging coffee chains to pay farmers in developing countries a dignified wage.
Much of the economic activism category operates on autopilot, with major campaigns subscribing to the same ambiguous standards of success. Coffee Farmer Crisis, however, set specific goals to affect real change across the coffee industry and the generational impact of underpaying family coffee farmers.
Robust On and Offline Strategy
Our strategy spanned digital and print mediums. By targeting regional print advertising, like billboards, bus ads, and local magazines, we mobilize the citizens of Seattle to join our cause and put pressure on chains to increase their payment to struggling coffee farmers.
Coffee shops committed to paying farmers a fair wage can join our movement and proudly display their involvement on products and on their storefronts.
