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Coffee Table Book Chapter | Billboards
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The Fair-Trade Cocoa campaign is aimed at exposing large chocolate corporations for their unethical exploitation of workers. These corporations need to be held accountable for their actions, and public knowledge must be spread about the controversy around chocolate before people buy a bar as a treat for themselves or others. There are plenty of lawsuits filed against companies such as Hershey and Nestle, but big businesses always seem to know how to cover-up legal issues and preserve their reputation. This campaign exposes those wrongs and educates the public on where these treats are really coming from.
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Project Goal: To disrupt the narrative big chocolate companies are hiding behind and force them to face their consequential actions. These assets educate the public which causes pressure on these companies and urges them to take effective steps towards alleviating the problem they've created.
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Applications Used: Adobe Illustrator and InDesign
Thematic Treatment
The approach to this concept was to protect the children from the child labor taking place in these plantations. The message was communicated using a satirical voice in the copy of the deliverables coupled with impactful imagery of the exploited children. The way the deliverables were designed was through a color palette that represented the cocoa beans in saturated hues, with the purpose of grabbing the viewer’s attention. Blood textures were also used to enforce the viewer to subconsciously associate it with chocolate. The typography was bold and sans-serif to represent the serious topic. The deliverables varied in scale to reach a variety of audiences.
Coffee Table Book Chapter
The coffee table book was created to highlight social causes the public is most likely unaware of. The chapter talked about the conditions faced by the children who work on cocoa plantations and featured profiles of three boys who were interviewed for first-person accounts. It went on to explain the history of child labor in the cocoa industry, exposed big chocolate companies by explaining lawsuits filed against them, and gave solutions as to how to fix the problem and where more information could be found on the subject.
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Billboards
The billboards were created with impactful imagery to show what is really behind the wrapper of chocolate bars made by corporations who turn a blind eye to the children being used to make their products. It also prompted the viewer to learn more about the subject.
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