GoodNews: End Child Labour with The Good Coffee Agreement | Clapboard Ad Archive

The Good Coffee Agreement

Description

In 2022, GoodNews, an innovative coffee start-up born to transform traditional newsstands and spread positivity during the pandemic, launched a powerful social impact initiative called The Good Coffee Agreement. This campaign was crafted by the ad agency Miller O’Connor to address a critical issue within the coffee industry: child labor. Through extensive fieldwork conducted in Colombia and Mexico, GoodNews uncovered the pervasive nature of child labor throughout coffee production and recognized the urgent need for collective action. The Good Coffee Agreement serves as a unifying pledge designed to bring together coffee companies of all sizes, from small startups to global multinationals, under a shared commitment to eradicate child labor from every cup of coffee consumed worldwide. By fostering dialogue and collaboration across the industry, GoodNews aims to create systemic change that ensures ethical, child-labor-free coffee production regardless of brand origin. The campaign's core message emphasizes that this mission cannot be achieved by a single company alone, highlighting the importance of partnership and joint responsibility to enforce transparent, sustainable practices within the supply chain. The visual asset supporting the campaign reinforces this call to action, inviting consumers and businesses alike to engage with the movement and spread awareness. Published in Spain and communicated in Spanish, the campaign combines emotive storytelling and persuasive messaging to galvanize public support, encouraging viewers to take part in reshaping the coffee landscape for good. By championing ethical consumption and promoting industry-wide accountability, The Good Coffee Agreement marks a bold step toward transforming not only coffee production but also the social impact standards within the food and beverage sector, making every sip a statement of hope and change. #ChangeCoffeeForGood

Credits

Client

GoodNews

Agency

Miller O'Connor

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