The Fair Trade Music campaign aims to educate the industry and public on the challenges facing songwriters and composers as a result of inequitable music economy. It also aims to recognise and reward positive behaviour in creating transparency and fairness.
The campaign website therefore needs to speak to a number of stakeholders, each with wildly differing levels of understanding. It must take complex issues and present them in plain English without losing its expert voice.
We act as a board advisor to this vital campaign and took on this challenge. We partnered with the subject matter experts to refine the copywriting and developed a digital communication strategy and web design to support it.
About the Client
The Fair Trade Music movement is dedicated to building an ethical, sustainable and transparent music ecosystem that is equitable for everyone in the music value chain. The movement furthers these goals by giving consumers and creators the information they need to make ethical choices when producing, distributing, streaming or purchasing music.
The movement is coordinated and overseen by Fair Trade Music International (FTMI), an independent not-for-profit organization backed by more than 500,000 music creators from around the world.
This campaign continues to expand internationally with European and South America regional hubs planned for the future. More people than ever are discussing the issues raised on the site with invitations received to speak at industry conferences from Tokyo to Budapest. The site continues to evolve under our stewardship.