Fair Trade empowers the consumer. To make the consumer truly feel how influential the are when buying Fair Trade products, the idea was to treat the consumers like any other authority in power.Step 1.During the Swedish political week (Almedalen) ambassadors collected signatures for a petition against unfair trade. Step 2.Instead of sending the petition to the officials, it was sent to the people who signed it in the first place ­ to show that they were the real decision makers.

The campaign generated huge press coverage and awareness of the Fair Trade brand increased from 15% to 65%. And sales are up by 63%!