Republic of Everyone launches ‘Fairtrade Karma’ campaign urging us to buy Fairtrade products

Fairtrade Australia and New Zealand, via Republic of Everyone, Sydney has launched ‘Fairtrade Karma’, a new campaign urging consumers to buy Fairtrade products.

The campaign includes an interactive web film, directed by Dan Jamieson, where users can create their own alternate ending for the day starting with their choice of coffee. Depending on the choice users make either good or bad things happen to them.

The idea is if you do something nice for the world (buy Fairtrade) the world will do something nice for you in return (Fairtrade Karma).

So, if you choose a Fairtrade coffee for your morning pick me up, you’ll get into work on time, or you’ll get that pay rise when you get in. It also happens when you choose Fairtrade chocolate, tea, even T-shirts, shoes or undergarments. It’s the way the world works.