Fair Coffee Film: Did You Ever Drink a Fair?


How to reach Young Modern Performers with short clips







Even though it has been practiced in several European countries since the 60s, fair trade only started to become an organised movement at an international level during the 80s and 90s. Besides their tremendous growth in recent years, a major part of society still does not know about fair trade products and their benefits for producers in developing countries. Young Modern Performers (YMPs) can especially play a vital role in making fair trade more common in broad society, as they are trendsetters in consumption, and others follow their lead in buying trendy products.

The action described here took place in Portugal. Here, the situation is like this: the first fair trade shop in Portugal was created in 1999 in Amarante, North Portugal, by a group of young people that had participated in the European Voluntary Service (EVS) program and had contact with the reality of fair trade during that experience. Today, there are five fair trade shops in Portugal, but the prospects are not very positive. In fact, in 2005, Portugal had almost twenty fair trade shops, fifteen of which closed in the last two years due to financial difficulties. This means that there is still a lot of work to do where campaigning in favor of this kind of trade is concerned. For promoting fair trade in Portugal we decided that we had to deliver to YMPs an original way for them to remember the importance of fair trade. How to promote fair trade, having in mind the main characteristics of YMPs? Easy, and short: internet video.

For every minute that passes in real time, 60 hours of video are uploaded to YouTube. Sixty hours every minute. That´s five months of video every hour. That’s 10 years of video every day.

There’s never been an object like YouTube in human history. It gets 4,000,000,000 page views a day, which adds up to 1,000,000,000,000, that’s a trillion, a year.

Anybody can post videos easily, and for free. That puts individual YouTube users on the same footing with celebrities and major networks, and YMPs are a big part of this trend as they are a group of people that is always connected and always online.

Having in mind the potential impact of an internet video on our target group YMPs, we decided to go ahead and create an online spot on fair trade. You may have other topics than fair trade on your agenda. But this recipe shows how YMPs can be reached in a casual way with development topics via YouTube. It describes what kind of criteria a short clip needs to fulfill so that YMPs will like it. In the future you may find many ideas for your own action related to internet spots.









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