About the project:
‘We Care’ is a campaign lead by World Coffee Research to create awareness of climate change and the real possibilities of a shortage of coffee by 2050.
This is due to ‘La Roya” or coffee rust, a disease that kills up to 90% of coffee crops around the world in the most severe cases, often leaving plantations with nothing to harvest.
The beauty of this campaign is that the audience is engaged by their own consumption.
Other than ordering a coffee and reading through a poster or two, there is no further action required from the audience, but the possibilities of further donations to the cause are open.
The campaign is directly associated with coffee shops run through social media local coffee suppliers who signed the agreement to donate 5% of their total earnings.
Key words: Tangible – Friendly – Aware.