$2 dollars is less than most of us spend on a cup of coffee, yet that’s what more than 2 billion people around the world survive on every day.

The Fair Trade Association of Australia & NZ came to Make Believe with a clear brief: create an online campaign enabling people to pledge to spend $2/day on Fair Trade products.

The campaign would clearly articulate the message that a Fairtrade purchase helps reduce poverty, and encourage people warm to the idea of buying to actually do so.

Working with a very limited budget, Make Believe planned and project managed a simple and immersive website experience.

Featuring a video from The Global Poverty Project, a simple call to action, information on partner groups, and a strong focus on viral sharing through email referral and Facebook Connect, the site seeks to personalise the developing world farmers behind the Fairtrade label.

The site’s design and functionality, including an email marketing engine, was beautifully delivered by our friends at Circul8.