Communicative campaigns to effect anti-slavery and Fair Trade: The cases of Rugmark and Cafédirect
This inquiry examines the challenge for marketers to foster both anti-slavery and fair trade. Analyzes communicative work to enhance both. Describes underlying issues and public misunderstanding; draws on specific themes by illustrating the Anti-Slavery International campaigns to end child labour via the Rugmark label, and the work of a fair trade coffee company, Cafédirect Ltd; and furnishes a link between societal marketing and the emergent theory of sustainable communication to effect anti-slavery and global fair trade. Concludes with a discussion, implications for societal marketing and suggestions for further research.