Fairtrade Foundation and Kaper scoop PRWeek Campaign of the Year

The top creative prize at the PRWeek Awards 2014 went to Kaper for its work for Fairtrade Fortnight, which also picked up Integrated Campaign of the Year.

Fairtrade Fortnight: Comedian Harry Hill and a banana billboard featured in publicity
Fairtrade Fortnight: Comedian Harry Hill and a banana billboard featured in publicity

The ‘Stick with Foncho’ push brought Colombian banana farmer Foncho Cantillo to Britain to headline the fortnight and crossed over social media, a microsite, YouTube movies, a high-profile billboard launch, celebrity support and the involvement of retailers and schools.

It generated 3,500 pieces of PR coverage, 350,000 video views and a 12 per cent increase in donations.

Most significantly it drove 70,000 petition signatures – more than three times the target – which were delivered to the Department for Business, Innovation & Skills on World ‘Fair Trade’ Day.

"Tackling a dry topic and making it relevant at an emotional level was very clever. Putting different elements together generated great outcomes. A terrific campaign," said one of the judges, Lewis PR group MD Giles Peddy.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in