World Vision Ghana supports Cadbury Fairtrade to release their first Ghanaian music video

World Vision supports Cadbury Fairtrade advert

World Vision has worked with Cadbury to help create their latest advert for the new Fairtrade Dairy Milk bar.

The advert, featuring the renowned Ghanaian hip-hop artist, Tinny, aired for the first time during The X Factor on ITV1 on Saturday night.

World Vision Ghana helped with filming locations, finding willing participants and translating into the local dialect.

The organisation has been working with Cadbury since 2008 to help improve the livelihoods of cocoa farmers and their families.

Partnership

Through the Cadbury Cocoa Partnership, which also involves the UN’s development network (UNDP), CARE International, Voluntary Service Overseas and Anti-Slavery International, Cadbury has invested £45 million to help secure the economic, social and environmental sustainability of around a million cocoa farmers and their communities in Ghana.

Many of these communities are areas where World Vision has been working for years.

The first major achievement of the partnership happened in March this year when Cadbury and the Fairtrade Foundation announced the launch of Fairtrade Dairy Milk. This means offering a fair price to cocoa farmers, even when the market price for cocoa plummets.

It also means paying an extra “social premium”, which is channelled back into community development.

Child protection

World Vision has played a key role in Ghana, helping farmers form groups in order to sell cocoa to the cooperative Kuapa Cocoa, and constructing wells to provide clean water to more than 9,000 people in 18 cocoa-growing communities.

The organisation is also consulting the Ghanaian government on child protection, and working with cocoa-growing communities to educate on the worst forms of child labour and child trafficking.

World Vision has campaigned globally for change across the chocolate-producing sector, through lobbying and public campaigns, such as the successful “Don’t Trade Lives” campaign in Australia.

The organisation is now looking to other major chocolate brands to become Fairtrade.

The track featured in the advert – “Zingolo” by Tinny – can be purchased on iTunes. Proceeds will go to all communities in the partnership, including World Vision’s work in Ghana.

22 September 2009