There are 1.65 million farmers and workers belonging to 1,226 producer organizations across the global Fairtrade Foundation system. Fairtrade operates in 74 countries and across all four continents. Fairtrade aims to secure better prices and decent working conditions for farmers and other workers.

The scheme aims to develop farming and communities so that they have more control over their lives. Access the Fairtrade Foundation website (www.fairtrade.org.uk). After reviewing the site, design a print ad for a magazine aimed at college students in your area. If you were responsible for evaluating the advertisement you just created, what evaluation measures would you use? Why? If you were responsible for evaluating the Fairtrade website, which metrics would you use? Why?