Ben and Jerry’s has always incorporated activism into their brand identity. When the company started in 1978 as a tiny ice cream parlour in Burlington, Vermont, the founders never intended to become wealthy businessmen. They simply wanted to have fun, earn a living, and make the world a better place.
Obviously, Ben and Jerry’s Ice Cream has come a long way from their first shop – they’re a huge success, and they continue to stand strong behind their beliefs, actively campaigning for social causes. It’s something we deeply admire and feel proud to support through our work together.
The Democracy is in Your Hands Campaign was built to bridge the divide between two historically different but connected issues: the movement to expand voter access and voting rights and the movement to get big money out of politics. At Ben and Jerry’s, they believe that democracy only works when it works for everyone, and we’re down with that.
At Fairware, we helped Ben and Jerry’s animate the campaign through low-cost giveaways that reflect their values and commitment to ethical supply chains and sustainability.
We created pinback buttons made from recycled materials and PVC-free stickers (and everything was made in North America) to hand out at events to help spread their message. The graphics incorporated their ice cream cones and powerful statements, such as “Democracy is in Your Hands” and “Voting is a Right, Not a Privilege” to convey their commitment to get out the vote.
For Ben & Jerry’s – the goal is to overcome challenges facing democracy to create an equitable and just society by building a democracy that works for all regardless of race or income. For Fairware – our goal is to help our clients drive the change they want to see in the world by using merchandise to educate.
— Photography by Leslie Frempong