It aims to show consumers that by acting more fairly and choosing fair trade products more regularly, they can make a real difference to the 1.4 million farmers and producers who benefit from the fair trade system.
The campaign will drive consumers to a new microsite, where they will be able to take part in a test to find out how fair they really are.
A specially created film, showcasing a social experiment that aims to decipher how fair the public really is in everyday situations, will be featured on the site.
We’re seeking to encourage people to think about their own personal fairness, and to give people a nudge to think about fairness to farmers and producers
With a staged pop-up coffee cart and an actress rudely pushing into queues, the film asks the public, "What would you do?" and "Would you stand up for fairness?"
The Fairtrade Foundation conducted an exclusive piece of research, which has revealed that Brits don’t always act as fairly as they’d like to think.
In a survey of over 2,000 people, a resounding 99% of people said they thought they were fair most of the time. However when questioned further, over a third (37%) claimed they had been treated unfairly within the last month.
Fairtrade Foundation’s Cheryl McGechie said: “We should be proud of the fact that we’re considered to be one of the fairest nations in the world. Fairtrade’s research, however, demonstrates that small but important acts of fairness are often forgotten in our day-to-day lives.
“Although many consumers sometimes shop ethically, they could be buying Fairtrade more regularly than they do. Through the creation of a fun and engaging campaign, we’re seeking to encourage people to think about their own personal fairness, and to give people a nudge to think about fairness to farmers and producers.”
To take the test and find out how fair you really are, visit www.fairtrade.org.uk/befair