Do It Fair

Client: Fairtrade Foundation

For many people, fairness in global trade feels abstract, overwhelming and hard to act on. While the Fairtrade mark is widely recognised, understanding of what “fair” means in practice – and how everyday choices connect to producer realities – needed strengthening, particularly among younger audiences where global trade can feel distant and difficult to influence.

Nice and Serious partnered with Fairtrade to create Do It Fair, a flexible, multi-year public awareness platform designed to make fairness easier to understand and easier to act on. Built around simple, action-led language – Grow It Fair. Pick It Fair. Brew It Fair. – the platform reframes fairness as something people can do, not just believe in. A bold, modern identity moved away from typical environmental visuals, using playful sticker-inspired graphics to create a distinctive and contemporary presence. In 2025, the focus was tea – a supply chain facing serious human rights challenges, low pay and significant climate vulnerability. The national Brew It Fair campaign brought these issues into the public conversation, culminating in a supporter march to 10 Downing Street. The platform was activated across major cultural moments including Fairtrade Fortnight and Glastonbury, supported by film, social, OOH and influencer engagement. Formal evaluation shows significant growth in public awareness and stronger engagement among younger audiences, alongside increased active choice of Fairtrade products. By creating a holistic platform rather than a one-off campaign, Fairtrade has strengthened understanding of what “fair” truly means and built sustained public awareness that continues into 2026.