Leading up to April 1st, Fairtrade launched the fictional children’s employment agency, Kidworks, supposedly to address labor shortages with children. The organization aimed to draw attention to the plight of cotton farmers. Fortunately, Kidworks does not exist, but unfortunately, child labor does, particularly in cotton farming. Due to the meager prices they receive for their cotton, some farmers have no choice but to involve their children in work to generate additional income. As a result, these children miss out on playtime and schooling, perpetuating the cycle of poverty.
To bring the issue closer to home, we commissioned PanelWizard to explore how the Dutch perceive child labor within their own borders. The findings from this research informed our PR strategy, capturing the attention of Dutch media outlets. Platforms such as Duurzaam Ondernemen, KEK Mama, Bedrock, Ladify, Adformatie, and The Optimist featured articles on the campaign and the research. Additionally, Dutch Cowboys, Beautify, and VKMag included Kidworks in their lists of the best April Fool’s pranks.
The entire campaign was conducted in close collaboration with our friends at Kumpany!
