Teadirect Campaign
Outbreak of Decency
What does the nation need even more than a great cup of fairly traded tea? Taking the Teadirect campaign to a new audience meant approaching them on the their terms and talking their language. The Daily Mail was singled out for it’s campaigning style and tea drinking audience and an outbreak of decency was provoked in its pages. A series of stories were placed over three months reporting spontaneous acts of decency, letters flooded in as the flavour of decency flooded out. The Cafédirect website buzzed with stories. Humorous, witty and sometimes very moving, this is a campaign that touches the heart of mainstream tea drinkers.
The best story won tea-for-two at the Ritz and a night in the hotel. The winner’s account detailed the decency of strangers on a Cyprus to Cardiff flight who gave up their higher priced seats so that the writer, her disabled husband and son could enjoy a more comfortable flight.