Virtual Campaign Communications Consultant at World Fair Trade Organization (WFTO)

Background

True to the spirit of collaboration between World Fair Trade Organization (WFTO) and Fairtrade International, comes the need of joint action in raising awareness among consumers and citizens on the importance and impact of Fair Trade. Fairtrade Africa (FTA) and WFTO Africa & ME have engaged in a joint branding campaign aimed at building Fair Trade awareness in Africa (Kenya and South Africa).

The purpose of the joint campaign launch is to strengthen the continued collaboration and partnership between FTA and WFTO Africa & ME by promoting Fair Trade in the global south – starting with Kenya and South Africa. Fair Trade campaigning can be a powerful grassroots movement that we can use to mobilizing Fair Trade consumers and advocates across Africa and the Middle East to grow and increase the awareness and knowledge on Fair Trade and to begin to make Fair Trade products a recognized sustainable choice in local/domestic markets. The campaign will give an opportunity to sensitize the public on fair trade products while also promoting sustainable production.

Scope of Work

The consultant will be a core member of FTA/WFTO Africa & ME Campaign team. The consultant will be responsible for supporting the implementation of digital campaign marketing and communications activities.

Specifically, the consultant will be expected to:

• Develop and implement a virtual campaign launch taking into account producer organizations as well as stakeholders involved. This strategy will define, strengthen and promote the campaign’s objective on building Fair Trade awareness in Kenya and South Africa.
• Develop relationships with journalists, influencers, and key players in Fairtrade International/WFTO Africa & ME circles, development circles and the mass media; with a view to raising the campaign’s visibility.

Deliverables

• Develop, and once approved, implement digital media strategies to build awareness of FTA/WFTO Africa & ME brand and generate interest and support for the campaign
• Content Creation. Proactively create editorial content (stories, photos, advocacy images, campaigns, audio, video, infographics, animations etc.) in cooperation with the campaign team
• Actively engage with online audiences through social media channels.
• Cater to the campaign’s diverse target groups: civil society organizations, youth champions, Fair Trade producers and consumers, like-minded institutions/associations and journalists/media.
• Consider the effective and targeted distribution of content and suggest other creative content direction.
• Generate and analyse reports on web traffic and analytics, on campaign engagement and reach.
• Ensure compliance with branding guidelines of FTA/WFTO Africa &ME

Requirements

• Demonstrated experience developing successful social media strategies and campaigns
• In-depth knowledge and understanding of different social media; Facebook, Instagram and Twitter, LinkedIn, TikTok etc.
• Knowledge and understanding of the local and global digital landscape and trends.
• Experience with graphic design, the ability to create compelling designs for digital media purposes.
• Creative and innovative approach