The Fairphone and Proximus campaign has been accepted by the GiveActions ethical selection committee (see the detailed report). hither). In order to use the concept of positive advertising. And to highlight their Fairphone 4.

As a reminder, positive advertising selects advertisers according to their positive impact and allocates a percentage of the budget to an association. The objective is to change consumer habits through advertising. While responding to environmental and social challenges.

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The Fairphone 4, the most sustainable and ethical new smartphone on the market

The electronics industry is responsible for a lot of problems. Both at the ecological and biodiversity levels as well as at the social level and the respect of labor rights. So we are keeping a fairly critical eye on this sector.

But Fairphone is very innovative in terms of social and ecological impact. They created a smartphone that respects all actors in the production chain. And which is the most durable on the market (new). Above all, they have everything in place for maximum repairability. Because the most ecological smartphone is the one you already own.

We also appreciate their communication, which does not encourage overconsumption. Typically, they currently offer to offer wireless headphones with the purchase of a Fairphone. But they say “if you need it.” It's not much, but it makes a huge difference. Many businesses should take inspiration from it.

The ethics committee was therefore of the opinion that Fairphone is a good player in a sector that is far from being irreproachable.

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Shared communication between Fairphone and Proximus

Fairphone sells in Belgium mainly through their partner Proximus. Hence shared communication. What is highlighted in the advertising is that these smartphones can be purchased in Proximus stores (or on the site).

The committee therefore also accepted Proximus. Only a warning message is given to Proximus, which often has communication that is too focused on overconsumption. But the committee remains of the opinion that it is much more positive for smartphones like the Fairphone to be promoted rather than those from traditional brands.

Note that both brands share the costs of the campaign.

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And a campaign that supports the Eight.World association

Advertising donates a% to an association. Here 10% of the campaign is donated to the Eight.World association. In order to help people in extreme poverty in the DRC and Uganda. An association that has already been supported in the past by these two companies.

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Their video can be found hither