Rationale

We have designed a ‘coffee break’ that attracts and motivates artists and people who enjoy art to help make a difference toward people living in conditions of forced labor. We paired images of famous paintings depicting slavery with imagery related to coffee, this juxtaposition highlights the link between the two themes forming a narrative implying coffee has a direct connection to slavery. The rhetoric, combined with the heading (consistent across all touch points) communicates the subject of child slavery and forced labor on coffee farms. This core message, supported by the call to action “Have a coffee break” communicates the power and impact an individual can have toward another community through something as simple as a coffee break. Beginning with a simple pairing of coffee and slavery, the narrative grows across the touch points with imagery showing the broken slave chains and later on, the positive outcomes.