The Design Problem //
The issues investigated throughout this project were the result of previous research into Fair Trade. Fair Trade is a system which aims to alleviate poverty in rural overseas markets by providing better working conditions for labourers. However, research eventually showed that Fair Trade is unsuc- cessful as an economic model for providing financial support to those really in need or as a model for preventing poverty. The issues that initiated Fair Trade are still apparent throughout the world but it became evident that to create an impact, specific issues and areas would have to be approached. One of the loudest of Fair Trade’s voices is combating child slavery, especially in cocoa plantations.
It quickly became clear that there was a need to educate Western society about the chocolate making process and to provide information about unethical harvesting procedure in third world nations. The issue undertaken is narrowed to child slavery in cocoa plantations situated in the Ivory Coast. The Design problem was to create awareness that surpassed basic information intake. The problem was to create emotional and moral attachment to purchases. By creating a link between consumer and Consumable, the buyer will be less likely to justify buying products made with unethical procedures.
Project Aims //
The project aims to inform consumers about slavery in the Ivory Coast, where a majority of the worlds cocoa is produced. After successful implementation of the project method, consumers will have an awareness of what occurs in the Ivory Coast and how producers supply Western cultures with cheap cocoa. The aim is to inform and educate society, not solve the problem of unethical production.
The reason the project is focused on awareness is because of research findings alluding that little or no knowledge of the problem is found in Australia. If consumers do have any knowledge on the issue of child slavery, the information is generally either misguided or false. Consumers aren’t aware that just by consuming chocolate, even “Fair Trade” chocolate, they are being deceived by producers who should be ethically responsible for their consumers choices.
Outcomes //
The outcomes of the project was a campaign raising awareness of slavery and child labour in the farming of cocoa beans, specifically in the Ivory Coast.
Free 'chocolate' bars would be handed out, guised as a tester product. Upon opening the packaging a piece of wood inside informed the consumer that that they had been fooled but or "duped". The consumer was informed that the fooling was not only done in this project and that what they were about to take a bite of could have been produced by slave labour. Backup information was provided in a video and website.
The Whole project was centered around the phrase "Slavery is a Reality" and this is played on the packaging of the 'chocolate' with statements such as "80% real slavery".
You've Been Duped! //
But before you get mad at us, did you know that up to 80% of cocoa used in the production of chocolate by major brands, has been harvested by children working in slave conditions? Don’t believe us? We also found that up to 90% of Australians are completely unaware that child slavery even exists. Scan the QR code or visit our website www.Reality.com to find out how you’ve really been fooled.
