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This inquiry examines the challenge for marketers to foster both anti‐slavery and fair trade. Analyzes communicative work to enhance both. Describes underlying issues and public misunderstanding; draws on specific themes by illustrating the Anti‐Slavery International campaigns to end child labour via the Rugmark label, and the work of a fair trade coffee company, Cafédirect Ltd; and furnishes a link between societal marketing and the emergent theory of sustainable communication to effect anti‐slavery and global fair trade. Concludes with a discussion, implications for societal marketing and suggestions for further research.
Pierre McDonagh (Sat,) studied this question.