Businesses Sign Up For Fairtrade Foundation’s Bridal Campaign
September 01, 14
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Encouraging British couples to choose Fairtrade gold when they get married, the campaign will drive traffic to an online hub where they can learn more about Fairtrade gold, the organization said in a media statement.
The hub will provide information about where to buy Fairtrade gold jewelry, how to choose a design, a ring size guide and inspiration for brides wanting an ethical wedding. Brides can also enter a competition to win a basket of Fairtrade prizes to enjoy at the bridal shower.
"The aim of the I Do campaign is to make Fairtrade gold wedding rings the default bridal purchase for couples getting married, with an ambitious target to sell 100,000 Fairtrade gold wedding rings to 50,000 couples, generating $1 million in Fairtrade Premium for mining communities. The campaign will raise consumer awareness levels of Fairtrade gold through a combination of earned and bought social and digital media activity with a view to driving sales.
"Designers and staff selling Fairtrade gold will also be entered into a prize draw to win a trip of a lifetime to Tanzania with the chance to visit smallscale gold miners who are working towards becoming Fairtrade certified. Staff can either nominate themselves or be nominated by colleagues to enter the competition. All campaign partners will be listed on our dedicated online campaign hub, due to launch in December, which will feature their company logos."
The Fairtrade Foundation said that point of sale materials including strut cards, window stickers, postcards as well as generic Fairtrade gold marketing leaflets will be available to support sales teams and individual jewelers amplify the campaign in workplaces, in store and online. The Fairtrade Foundation will also provide companies with specialist training to help support sales of Fairtrade gold.
Fairtrade Foundation CEO Michael Gidney said, “The I Do campaign offers the Fairtrade Foundation’s committed business partners with an engaging way to encourage their existing and new customers to consciously choose Fairtrade gold for that special occasion. Fairtrade gold is the leading sustainability solution for jewelers and retailers and should become part of their ethical offering.”
Fairtrade provides independent certification that economic, social and environmental standards have been met and that producers have been paid a fairer, stable price. Fairtrade miners also earn a Fairtrade premium, which is invested into product quality and projects that will benefit their community.
Sales of Fairtrade products reached $3 billion in 2013 and consumer awareness of the FAIRTRADE Mark is high, with 78 percent recognition among U.K. consumers.
Businesses interested in supporting the campaign can now offer Fairtrade gold via three separate business models, relative to their size and volumes of gold they are using.