Radio Day of the Month: Fairtrade Fortnight 2017 Radio Day

Did you know that we deliver Radio Days at our top of the range broadcast studios at the Press Association HQ?

We recently delivered a very successful Radio Day and sell-in for Fairtrade Foundation, take a look below for a snapshot on how it went:

Client: Fairtrade Foundation

Challenge:   

Monday 27th February 2017 marked the launch of Fairtrade Fortnight 2017, an annual campaign to raise awareness of the Fairtrade Foundation and the importance of choosing Fairtrade. Each year the Fortnight has a slightly different focus and 2017 is all about ethical shopping and the importance of not feeding exploitation.

As Fairtrade is a global initiative, an obstacle we faced is: ‘how can we make it relevant to local people across the UK?’ – a must when undertaking a Radio Day.

Solution:

To do this, we undertook research amongst consumers which surveyed their understanding of ethical shopping and whether or not people know who produced the food and drink they consume and where it comes from.

On the Radio Day itself, we had access to Mike Gidney, CEO of the Fairtrade Foundation; Allegra McEvedy, Junior GBBO presenter, Chef and Fairtrade Foundation Patron; and Charles Chavi, a sugar cane farmer from Malawi as spokespeople.

Results:  

We secured a live on the sofa slot with national TV programme BBC Breakfast; interviews with national radio programming Jazz FM and BBC Scotland; as well as interviews with 5 further high reaching regional BBC and commercial radio stations.