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Web Film
Fairtrade Finland: Chocogeddon Elephant
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Chocogeddon aims to raise awareness of how climate change threatens cocoa trees and the wildlife surrounding them. Campaign materials sign off with the tagline: "Save the chocolate, choose Fairtrade chocolate." Melting chocolate snowy owl, monkey, African elephant, and a frog, starkly symbolize the global warming and its effect on the environment. These animals were selected because climate change is threating their habitat.
Under a "business as usual" scenario, chocolate-growing countries will experience a 3.8°F (2.1°C) increase in temperature by 2050 and a marked reduction in the cultivation area. According to Fairtrade Finland, if that happens, chocolate as we know it may disappear, or become a rare, luxury treat. Buying Fairtrade certified chocolate has a positive impact on the environment as it supports producers with tools and practices to adapt. When producers certify as Fairtrade, they commit to environmental standards that protect the local ecosystem. Chocogeddon gained media attention all over Europe. The campaign included four short videos and still images and was supported by DOOH and OOH in Finlands' biggest cities. During the campaign week many influencers and organizations reacted, shared, and discussed the campaign messaging and challenged big brands to certify their products.
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