The main purpose is to convince people to join the ranks of fair trade ambassadors.
The audience consists of people who are not yet in the ranks of the ambassadors. They need to know that fair trade is an organized social movement that advocates fair standards of international labor, environmental, and social regulation, as well as public policies on labeled and unmarked goods, from handicrafts to agricultural products. In particular, this movement focuses on the export of goods from developing to developed countries.
The message should include information about the goals of fair trade, to convince people that their support is necessary for each exporting country. Also, need to tell that by buying goods with a fair trade label, they will be able to help the manufacturer, who really needs financial assistance, in order to be able to deliver a quality product to the market.
Since everyone has different tastes and needs, it is necessary to identify them. Furthermore, you need to feel the emotions of the audience. You also need to encourage the audience to buy a product with a fair trade label.
People may assume that products with fair trade labels are expensive, in response to which they may be encouraged to compare the price-performance ratio of a regular manufacturer and do the same for Fair Trade products.
Using the example of farmers from Ethiopia, it can be explained that buying coffee according to the rules of Fair Trade, they will not only acquire a high-quality product, but also support the producer, as well as principles of environmental friendliness and public responsibility.