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World Consumer Rights Day Campaign Guide
By Consumers International
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Consumer protection and empowerment are crucial to building trust in digital technology.
The #BetterDigitalWorld campaign will promote access, participation and innovation which
are good for consumers, the economy and society.
Who are we
We believe in a world where everyone has access
to safe and sustainable goods and services.
We bring together over 200 member organisations
in more than 100 countries to champion the rights
of consumers everywhere. We are their voice in
international policy-making forums and the global
marketplace to ensure they are treated safely, fairly
We are resolutely independent, unconstrained
by businesses or political parties. We work in
partnership and exercise our influence with
integrity, tenacity and passion to deliver tangible
Consumers International. Coming together for
What’s in this guide?
Call to action and key messages 5
Keep in touch 8
Find out more
For more information, visit:
Published by Consumers International in 2016
24 Highbury Crescent London, N5 1RX, UK
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Purpose of WCRD
15 March is World Consumer Rights Day (WCRD), an annual occasion for celebration, impact and global solidarity
within the international consumer movement.
Each year consumer organisations mark WCRD by joining together to highlight and raise awareness of an issue that
is important to consumers around the world. WCRD is our chance to make the biggest impact possible. Working
together, our voices calling for change are far more powerful than they would be alone.
How do Members get involved?
Consumers International (CI) provides a theme, concept and opportunities for coordinated action each year. Members
work within the theme, adapting it to suit their national context and link their activity back to the global day of action.
What is WCRD 2017’s theme?
Building a better digital world consumers can trust
Digital technology is having a dramatic impact on consumers around the world, creating many new benefits including
better communication, access to information and greater choice and convenience.
By 2020, 52% of the world’s population will be online –this means the number of people accessing the internet will
have grown by a third in just five years.
Whilst consumers undoubtedly benefit from these technologies, there are questions about how to establish access
to the internet for the many consumers who are not connected, how to improve the quality of services, which online
services consumers can trust, what happens to the data they share online and what consumers’ rights are in relation
to digital products.
The sheer pace of change is also a challenge. Whereas the telephone took 75 years to reach an audience of 50 million,
Facebook took one year, and Instagram took just 6 months. A 2015 poll of Members suggested that in many countries
regulation was failing to respond fast enough.
WCRD 2017 is an excellent opportunity to raise awareness of the need to build a better digital world, one based
on consumer trust and confidence. Consumer protection and empowerment are crucial to building trust in digital
technology. This will help promote access, participation and innovation, which is good for consumers, the economy
Our research has highlighted four key digital issues for consumers. Action in these four areas would bring enormous
benefits for consumers. For WCRD 2017, we are asking Members to take action on the areas most relevant to their
• Access and Choice
• Online redress
• Clear and informed choices
• Online security
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WHAT YOU CAN DO
1. Choose a topic that is relevant to your country.
2. Plan activity which works best in your country’s context.
3. Help build the international picture by sharing your activity on social media using the hashtag
BetterDigitalWorld or by uploading a photo to the website, which will link back to our picture mosaic online (see
more below). This will show the strength of action throughout the world.
You’ll understand which activities will best suit you, but in the past Members have held events, engaged with their
local media, produced reports, advocated to national governments or targeted companies or held conversations with
What is Consumers International’s role in WCRD?
CI is providing a key message, issue briefings, common advocacy, and communications activities and branding that
Members can use to support their work. As Members will wish to raise different digital issues, we are highlighting four
areas of digital trust so that Members can make sure their activity is relevant to consumers in their country. For WCRD
2017, each individual campaign or activity will help build up a greater picture of a #BetterDigitalWorld. We will use this
to demonstrate global concern and ideas for action.
How will my activity link with other Members’ campaigns?
To enable us to demonstrate global concern and support for this issue both on WCRD itself and beyond in our ongoing
advocacy, campaigns and communications activity, please:
• Link your work into the key WCRD messaging by using the phrase ‘building a better digital world consumers can
trust’, as well as the hashtag #BetterDigitalWorld.
• Participate in the common international advocacy and communications activity as outlined above and in the issue
• Tell us about your activities by email on email@example.com.
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Call to action and
Members can campaign on the one (or more) of the four digital areas that is most relevant to your consumers and
your work. The four areas are:
• Access and choice: consumer access to affordable, quality connections and a range of trusted providers.
• Online redress: consumer access to effective, fair, and easy–to-use online redress systems.
• Clear and informed choices: understanding and controlling consumer data online, and understanding information
about digital products and services.
• Online security: ensuring consumer data is secure and that companies take responsibility in the event of a security
Our activities are part of Consumers International’s World Consumer Rights Day campaign to ‘build a better digital
world that consumers can trust’.
Advocacy call to action
National Member advocacy towards national governments or companies that calls for action on digital issues relevant
to your country on one of the issues highlighted. There is more information on what you can do for each topic in our
WCRD issue briefings.
Co-ordinated ACTIVITIES YOU CAN UNDERTAKE
Please do let us know what you are doing for the campaign by emailing firstname.lastname@example.org
We will have a range of social media activities you can take part in for the day. We will provide social media images
with facts about digital consumer rights, an online picture mosaic showing action around the world and a WCRD 2017
image you can put over your company profile picture on social media - you can also encourage your consumers to do
the same. We’ll have a template press release and articles you can use with your local media and on your website.
Social media images you can share
We will have some powerful statistics and facts about the digital world Members can share, these will be focus on both
the benefits and some of the detriments for consumers. By sharing these images together we can spread the word
about how we can build a #BetterDigitalWorld. Below is one example of how this will look.
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You can share what you have been doing for WCRD using the #BetterDigitalWorld hashtag, highlighting the campaigns,
policy work and government interaction you have been undertaking that fits the theme of building a better digital
Once you share these images or posts using the hashtag, it will build into our picture mosaic, like a jigsaw puzzle.
As people share posts on Facebook, Twitter and Instagram, they are added to the puzzle, which makes up a striking
image. You can encourage your consumers and partners to upload pictures and posts, which they can then see in the
Your activity will build this image and demonstrate the length and breadth of our global activities.
Below is an example of how Coke used the technology to encourage their fans to add pictures of bespoke coke bottles
which added together to create the mosaic:
Example of how a
company has used
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If you’re not on social media, you/ your consumers can upload the photo directly from your computer or phone or
send us the image via WhatsApp or email. If you are holding an event for the day, you can have the mosaic webpage
open live on a screen and people can see their images and posts build up the picture in real time.
Update your profile picture
You/ your consumers can further engage with the campaign by putting WCRD visuals on your personal or company
social media profile (this is called a twibbon). This is a great way of reminding your friends and followers of the day and
that you are taking part.
We will send you a template press release that you can use in your local media and a template article that you can use
for your website or publications. Please let us know if you would like a list of media outlets in your country and we can
produce one and send it over. We’ll also create a quiz for consumers that can be linked to from your website or social
Members receive the WCRD 2017 Campaign Guide
All Members receive WCRD 2017 resource pack,
• Social media guide
• Suggested campaign activities
• Campaign resources
• Article for Members’ publications/websites
Launch campaign in Members’ publications and on social
WCRD 2017 webinar
1 March Publish CI’s WCRD 2017 webpage, start social media
activity, start Member events and press work
15 March WORLD CONSUMER RIGHTS DAY!
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Keep in touch
Please share updates on your plans, pictures of your actions and any media coverage you generate through:
Consumers International’s e-network.
We will share updates via the CI digital e-network. Please assign a key person(s) from your organisation as the contact
point for WCRD 2017 and ask them to sign up to the digital e-network. Simply send an e-mail with your name and the
name of your organisation to LColl@consint.org.
Regional Contact Points:
Latin America Tamara Meza email@example.com
Asia Pacific Indrani Thuraisingham firstname.lastname@example.org
Middle East Aziza Mourassilo AMourassilo@consint.org
Africa Xaverine Ndikumagenge XNdikumagenge@consint.org
North America and Europe Suzi Price email@example.com
We’ll produce as much as possible in English, French, Spanish and Arabic. If it would be helpful to have some materials
in another language, if you provide us with the translation we will aim to give you a translated version of the materials
marked * below, where feasible.
We plan to produce the following core materials:
Resources you can expect in January
Designed publicity materials
• Downloadable poster*
• WCRD logo
• Quiz for consumers that can be linked to from your website or social media account
• Template press release
• Pro forma template WCRD 2017 article for Member’s publications/websites
• Pro forma press release
• Social media guide
• Twibbon for consumers’ and organisations’ social media accounts
• Social media shareable images*
• Short film on digital consumer trust
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If you’d find any other type of material useful, please let us know as early as you can so we can review what’s possible.
The above will be produced in our core languages, English, Spanish, French and Arabic.
There are three options for using the WCRD logo. Ideally you would use the logo which mentions CI in order to build
the brand recognition for WCRD needed to support global impact.
• Sign up to our digital e-list for more campaign info by emailing LColl@consint.org
• Tell us what you will be doing for the campaign by emailing firstname.lastname@example.org or talking to your regional networker
• Let us know if you have any best practice resources or ideas you would like to share with other Members.
Find out more
Questions and answers
Will you be targeting any companies?
CI is currently working with Members who are running digital campaigns that could work in an international context
and are identifying ways to share these opportunities with the rest of the membership. We are also looking at options
for an international coordinated campaign based on Member input and research activity. If you would like to raise any
potential campaigns with us, please get in touch via your Regional Networker or Global team contact.
Does WCRD have formal UN recognition yet?
In 2016, CI launched a bid for WCRD to be formally recognised by the UN as an international day within the UN
calendar. We got support from UNCTAD to table this with its Member States and we are currently consulting with them
to move this forward.
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How does this fit in with CI’s work with the G20?
On World Consumer Rights Day CI will be co-hosting an event with the G20 in Berlin, German where we will be
influencing them to build a better world consumers can trust. This is part of our campaigning on digital consumer
rights which will continue beyond WCRD.
Will there be any co-ordinated advocacy activity for all Members to take part in?
Currently we are asking Members to engaging in national advocacy activities, however once the campaign progresses
we may contact you again to highlight further activities.