Coffee Farmer Crisis
360 Campaign • Non-Profit Organization
When Heifer International asked us to spotlight the 12.5 million coffee-farming families struggling to survive while big chains thrive, our team brewed “Share the Bucks,” a bold, purpose-driven call for fair pay.
Share the Bucks
In a world defined by conformity, coffee drinkers seek a product with an ethos. They are willing to stand up to chains to support a movement that supports people: Fair pay for fair work.
Our central mission was clear—to amplify awareness of the coffee-farmer crisis and catalyze action. Much of the economic activism category operates on autopilot, with major campaigns subscribing to the same ambiguous standards of success. Coffee Farmer Crisis, however, set specific goals to effect change across the industry.
Robust On and Offline Strategy
Our strategy spanned digital and print media. By targeting regional print advertising, like billboards, bus ads, and local magazines, we mobilize the citizens of Seattle to join our cause and put pressure on chains to increase their payment to struggling coffee farmers.
Coffee shops committed to paying farmers a fair wage can join our movement and proudly display their involvement on products and on their storefronts.
