Tony’s Chocolonely launches its first advertising campaign in the UK

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The company, which was founded by two Dutch journalists with a mission to “make 100% slave-free the standard in chocolate,” said the campaign will take the form of multiple executions through banners, six sheets, railway posters. and flying to Manchester, Bristol, and London for the purpose of “raise awareness among consumers about illegal child labor and modern slavery in the chocolate industry“.

Since its launch in 2005, the Dutch brand has had a global “unpaid media” policy, focusing on acquired and owned media to have a more direct and personal conversation with consumers.

He only made exceptions when he deemed it essential to raise awareness of the issue of modern slavery in the chocolate industry.

For example, in 2017 Tony’s Chocolonely ran a full-page newspaper ad in the Netherlands lobbying for the Dutch Child Labor Due Diligence Act, which was later passed in 2019.

Illegal work

He is launching his ad in the campaign after 20 years since the executives of eight major chocolate companies pledged to eradicate the worst forms of illegal work in their supply chains, – the company says: “still nothing has changed“.

A NORC report, released in October 2020, estimates that 1.56 million children are still currently working illegally on cocoa plantations in Ghana and Côte d’Ivoire, where 60% of the world’s cocoa is sourced.

The 2018 Global Slavery Index also confirms that there are a minimum of 30,000 victims of modern slavery on cocoa plantations there. The root cause of illegal child labor and modern slavery is poverty, as activists say cocoa farmers are paid too little for their cocoa.

Nicola Matthews, Marketing Director of Tony’s Chocolonely in the UK, said: “It’s time for us to break our own rules and go above the line to raise awareness on a meaningful scale. Big chocolate companies have been committed for two decades to eradicating these labor abuses, but no significant progress has been made. Time is up! We want more people to realize that by coming together and pushing for a fairer industry, they can be agents of change.

“At Tony’s, our mission is to make 100% chocolate free from modern slavery and illegal child labor. We believe this should be the norm across the industry, but we can’t do it by being silent. The goal of this campaign is to use our marketing power to educate consumers about the problem and show chocolate lovers that together we can improve the industry, one bar at a time.


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