Rationale

Rationale

Ali Mae Clareburt

13025991

Francesca Harvey

12240082

Fairtrade Coffee Break.

Our Fairtrade coffee break initiative is tailored to an audience who aspire to do good. We've made the heroism accessible to the average person by illustrating something as simple as choice powerful. Ultimately we've illustrated the message that by choosing Fairtrade you are saving lives.

We've used a comic like aesthetic to support the notion of heroism. By substituting well-known heroes for ordinary characters, whilst linking the two with the use of the heroes’ shadows, we are elaborating that choosing Fairtrade coffee is a heroic act achievable by the average citizen. The use of multiple heroes’ shadows (justice league) suggests through unity of power (choice), there will be a greater impact and embodies a sense of belonging to a greater cause (Heroes are meant to save the world). It also iterates the coffee break as a group event, promoting the call of action to be shared with others. To reward the consumer we've narrated positive links from their choices to the impacts they create and provided them downloadable resources to make promoting Fairtrade easy.