A new campaign, LABELWISE, launched on 18 October 2016 to help South Africans understand what impact the content of their shopping baskets and smart devices can have on saving the planet and empowering local communities.
It is the first time that four eco and social labels – Fairtrade SA, the Forest Stewardship Council (FSC), the Marine Stewardship Council (MSC) and Fair Trade Tourism – have joined forces to increase public awareness around sustainable products.
The objective is to help everyday shoppers identify products that are kind to our planet and foster a more ethical society, simply by making them aware of the different sustainability labels that exist.
“Whether you’re looking for anything from paper to loo roll, coffee to wine, seafood to holiday destinations, our ultimate goal is to increase the South African demand for environmentally sustainable and ethical goods and services,” says Leán Terblanche, executive director at Fairtrade South Africa, the campaign’s leading partner.
Unity is strength
Working on the premise that while individually each of the four labels is effective, together they are a force to be reckoned with; the LABELWISE team is excited about the new collaboration.
“This partnership is more than just a campaign, it is a strategic alliance fuelled by a need to boost eco and social label awareness in South Africa,” continues Terblanche. “An active and engaged consumer is the most powerful ally to a disenfranchised producer. Each partner advocates for the empowerment of beneficiaries in different sectors, but we have one goal in common: we all want to grow the local market for sustainable goods and services through increased consumer consciousness. This campaign pools our voices to create something never seen before in South Africa - a stronger, common message that aims to increase awareness of the need to make better choices.”
Pick a platform
LABELWISE is a multichannel platform. Consumers can visit www.BELABELWISE.co.za to view and share the inspiring, quirky campaign material. Consumers can have their voice heard and join the conversation on Facebook, Twitter and Instagram. “Here they can challenge friends, retailers, restaurants and office managers to be more LABELWISE by using the hashtag #BeLABELWISE”.
SWITCH Africa Green, a European Union initiative, in collaboration with the South African Department of Environmental Affairs and the United Nations Environmental Programme, funds the campaign. Over the next two years, LABELWISE will educate public and private consumers about sustainable agricultural practices and responsible, sustainable tourism, and promote sustainable lifestyles more broadly. While year one aims at increasing awareness, year two will have a strong call to action to engage consumers directly.
Labelwise_FairTradeTourism from North Ltd on Vimeo.
Labelwise_FairTrade from North Ltd on Vimeo.
Labelwise_MSC from North Ltd on Vimeo.
Labelwise_FSC from North Ltd on Vimeo.