THE COFFEE EFFECT
Every day, more than 2 billion cups of coffee are consumed. What if your daily dose of coffee can help a child?
The Coffee Effect, is a global month-long campaign aimed at raising awareness of the severity of child trafficking in the coffee industry. We want to persuade coffee lovers to stand with international brand, Starbucks and pledge their support to make ethical coffee the norm.
In this project, I was the leader, video editor, and microsite designer (campaign collaterals).
Campaign Summary:
Child trafficking for forced labour is normalised in the coffee industry, yet it remains a hidden issue many are oblivious to. Unaware of the human cost associated with the coffee production process, consumers unwittingly exacerbate the problem. Children in third-world countries are growing increasingly vulnerable to becoming victims of human trafficking and forced to toil in coffee farms.
This campaign targets coffee consumers, primarily Gen Zs aged 16 to 25 and secondarily, Millennials aged 26 to 41.
For every purchase, Starbucks will donate a dollar to Save the Children. The campaign tagline is, “Each cup is just the beginning”, with the call to action being, “Stand with Starbucks, be the wings of change”.
The main color of our campaign is blue, reminiscent of the Blue Heart which is internationally recognised as a symbol of anti-human trafficking. Starbucks' logo will be blue for the month of July to make a bold and strong statement.
By developing an impressionable integrated campaign easy to incorporate into our audience's daily routine, we want to convey the message that small actions add up and make a difference.
We hope that increased consumer awareness, as well as Starbucks' role as a global industry leader in setting the standard for ethical coffee sourcing, will help to mitigate child trafficking for forced child labor in the coffee industry.
