Best practice in
fair trade campaigning:
drawing on Traidcraft’s
experience
Paul Chandler
What are you trying to achieve?
• Policy change
• Media profile; creating
awareness
What are you trying to achieve?
• Policy change
• Media profile; creating
awareness
• Changing behaviour
• Supporter engagement
• Supporter recruitment
What are you trying to achieve?
• Policy change
• Media profile; creating
awareness
• Changing behaviour
• Supporter engagement
• Supporter recruitment
• More sales
• Fundraising
Who are your principal targets?
•
•
•
•
•
Politicians
Civil servants
Business leaders
General public
Target groups
Choosing appropriate means
• Petitions
• Letters
• Postcards
Choosing appropriate means
•
•
•
•
Petitions
Letters
Postcards
Marches/
demonstrations
• Publicity stunts
Choosing appropriate means
•
•
•
•
Petitions
Letters
Postcards
Marches/
demonstrations
• Publicity stunts
• Lobbying
Getting messaging right
• Make it clear
• Keep it simple
Getting messaging right
• Make it clear
• Keep it simple
• Be realistic and
credible
• Remember your
audience
Evidence and research
Resources
Working with partners
Be persistent
Be creative and fun!
Traidcraft campaigns toolkit –
downloadable for free
http://www.traidcraft.co.uk/campaign-resources