Fairtrade x Charlie
Overview
Sustainability communicator and eco-lifestyle advocate Charlie Gill partnered with Fairtrade across their Do It Fair campaign, encouraging more consideration of people and planet when purchasing.
The first collaboration saw Charlie bring Fairtrade’s Brew It Fair campaign to life through Spilling the Tea, her regular content series exploring the stories behind everyday consumption. Focusing on the global tea trade, Charlie highlighted the inequalities faced by the people who grow and pick our tea, including unfair pay, unsafe working conditions and gender discrimination. She used her platform to amplify Fairtrade’s calls for government action, and attended the petition hand-in at 10 Downing Street on Human Rights Day (December 12, 2025) to call for a fairer future for tea workers.
The partnership continued with a Valentine’s Day campaign that brought the wider Do It Fair message into everyday life. Challenging the pressure to buy more and give material gifts, Charlie encouraged her audience to rethink how they show love and appreciation, such as with thoughtful, non-material gestures or making something at home with Fairtrade-certified ingredients. Using the environmental impact of Valentine’s Day gifting as a starting point (7.5K tonnes of plastic packaging generated annually).
Details
By connecting everyday purchasing decisions with wider systemic change, the campaign showed how creator-led storytelling can make sustainability and ethical consumption feel more accessible, relevant and actionable.
✦ Charlie translated Fairtrade’s mission into accessible, relatable storytelling, demonstrating how small switches, such as choosing Fairtrade-certified products, can support farmers with fair pay, safer working conditions, and long-term security.
✦ By grounding the campaign in real-world behaviours and practical alternatives, the content made conscious consumption feel achievable rather than overwhelming.
The Results
✦ 22K+ views generated across the campaign content
✦ 800+ interactions, sparking meaningful conversation within Charlie’s community
✦ Amplified Fairtrade’s call for government action on fair pay and safer working conditions for tea workers
✦ Encouraged audiences to consider how everyday purchasing decisions can support fairer supply chains and more sustainable consumption