Brands Line Up Fairtrade Fortnight Tie-In Activity

Article excerpt

Charity places focus on cotton and fashion for annual awareness campaign.

The Fairtrade Foundation is to launch a social-media campaign to mark its annual promotional event, Fairtrade Fortnight.

The initiative, which this year runs from 28 February to 13 March, is called 'Show off your label'. The activity will include a consumer participation page on Facebook.

Ben & Jerry's and Starbucks, both of which have secured Fairtrade accreditation in the past 12 months, will promote the event. Other participating brands include Sainsbury's, Nestle and Cadbury.

Cotton is one of the central themes of this year's campaign. The Foundation claims that less than 1% of cotton fashion on the high street carries the Fairtrade certification mark.

Online retailer ASOS will provide one of the showpiece products for Fairtrade Fortnight in the form of designer scarves. Meanwhile, Topshop is rolling out a dedicated denim range, and Marks & Spencer is launching a collection made from sustainable fabrics, called Indigo Green. All partner activity will run under the 'Show off your label' banner.

Richard Stobart, head of consumer marketing at The Fairtrade Foundation, said the annual event provided a significant platform for brands to showcase their CSR credentials. …