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Media relations campaign to help make ethical shopping mainstream


Fair&good is a charitable trust that wants to transform the lives of workers in developing countries through ethical trade. To achieve their goal of making ethical shopping mainstream they have launched two innovative digital offerings – 1) an online ethical brand directory and 2) the Find Fair Chrome extension to help consumers easily identify ethical brands and products when shopping or browsing online.


We developed an integrated communications strategy for the launch of the Fair&Good ethical directory which included media relations, influencer engagement and paid media. We created a strong hook for media coverage with a survey on the public’s habits and perceptions regarding ethical shopping, we leveraged ethical influencers and arranged a paid sponsorship of Good Magazine’s ethical Christmas Shopping Guide. We also carried out a proactive media relations campaign for the Find Fair launch, securing articles and interviews with the Fair&Good founders.


TV and radio coverage ran on the ethical directory launch along with articles in lifestyle media, and national and regional news outlets. Social media content about the directory was posted by a host of ethical influencers, calling for their followers to shop ethically this Christmas. The Find Fair media relations campaign generated multiple stories in national news outlets and trade media.

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