D.E.C.A.F (Democratic Ethical Coffee Awareness Foundation) is a social campaign designed to raise awareness of the often difficult and harsh working conditions faced by those in the coffee industry, while advocating for fair trade. This project addresses labor exploitation in coffee production by combining emotional storytelling with actionable engagement strategies.

Fair Coffee Trucks, parked in a bustling downtown areas, offer free fair-trade coffee in recyclable cups with QR codes linking to an informative donation website, sharing the stories of coffee workers through photos and evocative captions to convey D.E.C.A.F’s mission. Donors receive ethically sourced hoodies (featuring four designs with the secondary logo), which serve as a further medium to share the fair trade message beyond the streets, into homes and daily life. Additionally, an Instagram campaign with two posts highlights the reality of workers through an image of hands holding coffee beans, followed by a call-to-action—“Your Donation Makes a Change”—encouraging contributions.

I aimed to empower coffee consumers to recognize the injustice behind their daily brew and inspire meaningful change for coffee workers through this campaign. This project not only promotes the value of fair trade coffee but also drives action for social justice, making it a powerful initiative.