Welcome to Optimism

Visiting Malawi

I’ve
just got back from a research trip in Malawi with Fairtrade, visiting tea and sugar
producers. It’s one of the poorest countries in the world, with a life
expectancy of 50yrs (although we were told it’s 37yrs in the rural villages.) Despite
this, the farmers I interviewed were some of the most hospitable, generous and
positive people I’ve ever had the pleasure to meet. I was even invited for a
quick round of netball.


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The
biggest eye-opener though was the difference that Fairtrade makes to producers’
lives. Until
you actually see the benefits,
they’re hard to comprehend. It isn't just about getting a fair wage – every
villager I spoke to immediately listed the projects from the Fairtrade premium; the electricity they've installed, the hospitals
they’ve been able to build, the boreholes dug…


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the schools, the football pitches, irrigation, solar panels, subsidised fertilisers, maternity clinics…

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And
the benefits don’t just impact the producers. Malawians talk about their
‘extended family’, the brothers, sisters, cousins… so they estimate that for
every Fairtrade producer, 6 additional people benefit.

I had a good chat with this lady, Chris. Her community have used the Fairtrade premium to dig wells, which means she doesn’t have to walk 10km for water each day. 

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As a single mum, it also means she can spend more time with her kids and
earning money on the fields. Their next project is to build a local junior school as
children as young as 5 and 6 are currently walking 5km each way to class.

But
it wasn’t all glowing and positive. We visited a group of tea farmers that have only been Fairtrade for one year – the changes are gradually starting to show,
but there’s still a long way to go. This
lady, Enna, was caring for her 4 grandchildren (5 of her daughters had passed
away), but she was suffering from malaria and couldn’t reach the hospital 40km
away. 


Enna
 

Give it some time and this group will be able to use their Fairtrade premium
to build a local clinic, but it’s our job in the UK to buy more Fairtrade
products and create the demand, so that projects like these can happen.

Having
seen it first-hand, it’s amazing what a difference that 2 second decision in
the tea (or coffee, or chocolate, or banana, or sugar, or pants…) aisle can make. Simply swapping your usual for one with a Fairtrade logo.

Fyson
put it pretty nicely, I think:

Fyson
 
“Fairtrade means that we
can worry less about life… we now have a new maternity ward so our women are
safe, we’ve got boreholes so our children can drink clean water… and less worry means we can
spend more time being happy.”

It’s all kicking off…

Our footballing fate lies in the hands of 23 Englishmen, two of whom will kick off tomorrow night in extra special boots. Wayne Rooney and Ashley Cole will sport the motivational messages from our INSPIRED BY YOU competition winners stitched into their Elite Series boots.

Wayne chose Richard McKenna's entry: ROODARESWINS.

WAZ 

Ashley will have Chirag Bhatti's DEFEND 4EVER on show on his.

ASH 

And as if it were not enough to know the eyes of the world will be on their messages this summer, the lucky winners were invited to present the very boots to their heroes themselves last week as the photos show. Fingers crossed the winners' luck rubbed off on the players – and their footwear…

At the same time, before the England squad flew out, our then national captain Rio told us it was time for all the talk to stop and for their performance on the pitch to speak for itself.

And so Nike's NO MORE TALK campaign was born – sign-posting England's departure in national press coverage, through UK digital out of home domination, in a SkySports.com takeover and a NikeTown London interactive experience.

By Westfield:

NMT overpass

In central Liverpool:

NMT Liverpool

Online:

NMT SS HPTO

In NikeTown London: (Zaid interacting with the World Cup chatter to reveal NO MORE TALK headline.)  

Install4 

But a week on, we now know Rio will be watching his team-mates' skills just like all of us – as an England fan urging them on from the sidelines – as a captain turned supporter. Nike conveyed his sentiment on and offline through the following creative:

RIO SS HPTO

And again today, on the eve of England's first game, Nike has tapped into the nation's excitement and expectation. ARISE SIR WAYNE messaging and global ads ran across London underground all day and at main-line stations tonight as commuters flocked home for the weekend.

Let's just hope we're all celebrating 24 hours from now…

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