Coffee Costs: Social Good Branding Campaign

Coffee Costs: Savor the Flavor of Fair Trade Coffee is a social good campaign that educates individuals on the unethical business practices in the coffee industry. The goal of this campaign is to encourage our target audience to buy fair trade coffee in order to better the living conditions of the people working within the industry. This was a collaboration between me and three other designers.

Our objective for this campaign was to use graphic design to promote human flourishing. To accomplish this, we did extensive research on our target audience and used an empathetic approach to communicate our message. We created an editorial spread, several billboard ads, and a few social media posts to display our campaign.

My team and I were given a choice to research any subject, so why did we choose this one? The unethical business practices of the coffee industry stood out to us because we recognized that this topic is often under communicated or downplayed thanks to the importance of coffee beverages in the United States. For our presentation of this campaign, we sought out to reach an older demographic, which statistically is less likely to be educated on this subject. These are the individuals buying bagged coffee grounds rather than coffee shop goers. Not only are these individuals more likely to be unaware of the subject, but they are also more likely to have families. The family influence in their lives could make them more empathic towards a social good cause if communicated well enough. We designed our advertisements in more traditional formats to reach this demographic. We also choose social media platforms, like Facebook, that support a more mature user base. In essence, our goal was to reach a portion of the population that may be unaware of the "cost" of their coffee.