Uncommon Union collaborated with actor Hugh Jackman’s Laughing Man Coffee & Tea company to support Fairtrade cooperatives that empower small farmers. These cooperatives help farmers secure better prices in the global market and promote ecological and social justice practices. However, small farmers face legal, economic, and social challenges in gaining economic mobility and institutional fairness. Jackman founded Laughing Man after meeting an Ethiopian coffee farmer and realizing the need for a new business model to support Fairtrade coffee. The company built a global network of small farmers and launched community-focused campaigns, with Uncommon Union playing a key role in its outreach and media strategies.

Uncommon Union played several key roles:

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• Campaigns: Organized community events, particularly focused on women, to raise awareness of Laughing Man’s mission.
• Media Relations: Developed original content to highlight Fairtrade initiatives, including a digital education campaign in Nigeria.
• Documentary Promotion: Helped generate interest in Jackman’s documentary Dukale’s Dream to increase visibility for Laughing Man Coffee & Tea and drive traffic to its cafes.