MILAN, Italy –Â The objectives of the #CoffeePeople campaign, launched by the International Labour Organization (ILO), which spanned a website, social media, and newsletters, were to raise awareness about occupational safety and health in the coffee supply chain, disseminate knowledge, scale up good practices and mobilize collective action.
The #CoffeePeople campaign thrived on collaboration with key partners, including the International Coffee Organization, German Federal Ministry of Labour and Social Affairs, US Department of Labor, French Ministry of Labour, the European Commission, the International Organisation of Employers, and the ILO Director-General Gilbert F. Houngbo.
Stakeholders then followed up by pledging concrete action for coffee workers. It transcended borders, bringing together people from 50 countries.
#CoffeePeople highlights
Turin kick-off workshop
The campaign kicked off in March with an engaging workshop at the ITCILO in Turin, Italy. This set the stage for a year filled with collaborative efforts to enhance occupational safety and health in the coffee supply chain.
Localization workshops
From Vietnam to Brazil, and India to Uganda, between May and November, the association convened workshops that brought together dozens of representatives from governments, employers’ and workers’ organizations, and various stakeholders. These sessions fostered insightful conversations on adapting the campaign to local OSH landscapes.
Social media challenge
On International Coffee Day (1 October), thousands worldwide joined the #CoffeePeople social media challenge, raising awareness and engaging 25 million people globally.
Webinars and learning sessions
Webinars and information sessions saw active participation, with over 600 attendees contributing to the knowledge-sharing and learning objectives of the campaign.
Newsletters
#CoffeePeople newsletters reached over 10,000 stakeholders, achieving an impressive 30% open rate, surpassing industry averages.
Resources
Over 20 campaign documents were developed, and 100 social media cards were made to raise awareness on the issue and call stakeholders to act.
The Collective Action Kit helped stakeholders identify their pledges, in line with campaign objectives, and the three-part data story provided relevant insights on the state of OSH in coffee.
Key numbers
- Social media reach: 25 million
- Social media reactions: 135,000
- Website visitors (15 Sept-1 Dec): 4,700
- Newsletter open rate: 30%
- Workshop and webinar participants: 600+
- Global social media challenge participants: 2,200+
Previewing 2024
- Adaptation and implementation of the campaign in Colombia
- Launch of the #CoffeePeople documentary
- New global webinars and in-country capacity development activities
