Communicative campaigns to effect anti-slavery and fair trade: The cases of Rugmark and Cafédirect

Pierre Mcdonagh

doi:10.1108/03090560210422925

Communicative campaigns to effect anti-slavery and fair trade: The cases of Rugmark and Cafédirect

Pierre Mcdonagh

Management

Research output: Contribution to journal › Article › peer-review

Abstract

This inquiry examines the challenge for marketers to foster both anti‐slavery and fair trade. Analyzes communicative work to enhance both. Describes underlying issues and public misunderstanding; draws on specific themes by illustrating the Anti‐Slavery International campaigns to end child labour via the Rugmark label, and the work of a fair trade coffee company, Cafédirect Ltd; and furnishes a link between societal marketing and the emergent theory of sustainable communication to effect anti‐slavery and global fair trade. Concludes with a discussion, implications for societal marketing and suggestions for further research.

Original language	English
Pages (from-to)	642-666
Number of pages	24
Journal	European Journal of Marketing
Volume	36
Issue number	5/6
DOIs	https://doi.org/10.1108/03090560210422925
Publication status	Published - 1 Jan 2002

Keywords

Sustainability
Fair trading
Marketing
Children
Workforce
Third World
Social systems

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10.1108/03090560210422925

http://dx.doi.org/10.1108/03090560210422925

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