The "I Choose" Campaign: Call for LGs and NGOs to promote Fair Trade

The "I choose" campaign has once again called for local governments and NGOs together with libraries and municipal markets to promote fair trade as a transformative economic alternative that seeks to combat injustices and inequalities in international trade in global north/south relations. The campaign promotes critical consumption and emphasizes the power of consumers to transform the unfair rules of international trade and reduce global inequalities.

The movement for fair trade and ethical finance has a long history in the province of Barcelona. In recent years, and within the framework of promoting the 2030 Agenda, the Barcelona Provincial Council has established alliances with other movements, such as the social and solidarity economy or feminist economies, offering alternatives that place people and the planet at the center of the economy.

Local governments play a key role in driving these transformative economies. Through awareness campaigns, educational projects or public procurement, they extend fair trade and ethical finance as a conscious and responsible consumption option que connecta realitats locals amb reptes i desigualtats globals.

In May 2023 this fair-trade campaign has reached its 24th edition. And about forty municipalities in the province of Barcelona have scheduled activities in libraries and municipal markets with the impulse of LaCoordi (a platform of ngo’s championing fair trade and ethical finances) to publicize the alternatives of this transformative economic model.

More than a hundred libraries have participated with reading and storytelling corners, as well as a dissemination campaign that offers resources and spreads the multiplier effect. Likewise, tasting activities of fair-trade products such as coffee or chocolate have been organized in markets and squares.

The campaign's programming has sought to reach all ages: storytelling for children, hip-hop for young people, workshops for adults and the alliance with culture committed to amplifying the dissemination of fair trade as a consumer alternative to contribute to global justice.