Oasis Media has been appointed to promote the Fairtrade Foundation,
which runs a kitemark scheme for ethically traded products.
The mark certifies products, such as coffee brand Cafe Direct, as
’ethically traded’ - that is, from which profits are shared with the
Oasis media will run a three-year campaign to establish wider
recognition of the Fairtrade mark on consumer products. Previously the
organisation, which was set up in 1996, ran its PR in-house.
Oasis Media communications head Ivor Peters said: ’Our role is to ensure
that the mark becomes synonymous with ethically traded products. We want
to ensure that individual brands do not become bigger than the mark
Oasis is planning campaigns built around the support of celebrity chefs
for ethically traded products, to underline the fact that buying
ethically traded products does not mean sacrificing quality.
Sales of fairly traded products are now worth #25 million a year; 12 per
cent of consumers are said to recognise the Fairtrade mark already.
Other Oasis clients include the Tear Fund and Refuge.