Work

Host marks it's 10th year in ethical communications with a special thanks to Cafédirect and Millward Brown - Cafédirect for being a Number One Brand, and Millward Brown for proving it.

Our strategy for leveraging a small budget with a real and engaging story, told again and again by brand fanatics has (finally) paid off. The work we've done to drive Fairtrade out of the niche and into the mainstream was once driven by conviction and belief, but now it's measured in fact. But it's not really about being No1 is it? Surely, it's still about people.

In 2005 it was about Alivera Kiiza, a coffee grower from Bukoba, who agreed to be transformed into 'Madonna of Africa'. Her story, the liberation of women, originally ran in a half page Independent ad but now runs in print, web pages and, on the world stage - in person.

And while Flight 5065:LONDON EYE put Cafédirect in the media spotlight, it was the thousands of people who transformed The Eye into a one night arts festival that generated loyalty and enthusiasm and a show with £6m TV and press coverage. Growers, writers, producers, entertainers, musicians and hard nosed sales folk engaged for 3 months before the stunning solstice event. Admittedly Damon Albarn and Bob Geldof didn't hit it off so well - mucho words of mouth.

And the 'Ruby' campaign, back in '97 with Anita Roddick (and Kiki Kendrick in pink latex body suit) standing up to the iconic fashion waif. The Body Shop's "most successful (relevant, talked about, globally re-engaging for customer base) campaign ever" sparked a debate that still rages today.

And as for Sir Richard Branson calling Dale Vince CEO, Ecotricity, for a Carbon Free Breakfast chat last week - after Dale's invitation on the back page of the Guardian... Sorry, you're going to have to read about that but, Millward Brown, if you're reading, maybe you want to start measuring - our guess is, Cafédirect will have a contender not far from now.

The challenge for all genuinely ethical brands is to grow profile and businesses while being outshouted by major mainstream brands who can outspend them in a weekend - let alone a Fairtrade fortnight.

What they'll never match is the integrity of the people who deliver a direct message with the simplicity of truth.