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WORLD CONSUMER RIGHTS DAY CAMPAIGN PACK | 1

building a

digital world

consumers can

trust

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

and honestly.

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

results.

Consumers International. Coming together for

change.

What’s in this guide?

Introduction

3

Call to action and key messages 5

Key dates

7

Keep in touch 8

Resources 8

Branding

9

Find out more

9

Issue briefings

attached

For more information, visit:

www.consumersinternational.org

Published by Consumers International in 2016

Consumers International

24 Highbury Crescent London, N5 1RX, UK


WORLD CONSUMER RIGHTS DAY CAMPAIGN PACK | 3

Introduction

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

1

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

and society.

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

consumers.

• Access and Choice

• Online redress

• Clear and informed choices

• Online security

1. http://www.gemalto.com/review/Pages/infographic-the-number-of-internet-users-by-2020.aspx


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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

consumers.

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

briefings.

• Tell us about your activities by email on wcrd@consint.org.


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Call to action and

key messages

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

breach.

Key messages

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 wcrd@consint.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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Online Mosaic

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

world.

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

mosaic.

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

this techonology


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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.

Other ideas

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

media accounts.

Key dates

December

Members receive the WCRD 2017 Campaign Guide

January

All Members receive WCRD 2017 resource pack,

including:

• Social media guide

• Suggested campaign activities

• Campaign resources

• Article for Members’ publications/websites

Febuary

Launch campaign in Members’ publications and on social

media

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 tmeza@consumidoresint.org

Asia Pacific Indrani Thuraisingham indrani@ciroap.org

Middle East Aziza Mourassilo AMourassilo@consint.org

Africa Xaverine Ndikumagenge XNdikumagenge@consint.org

North America and Europe Suzi Price wcrd@consint.org

Resources

Languages

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.

Materials

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

Templates

• Template press release

• Pro forma template WCRD 2017 article for Member’s publications/websites

• Pro forma press release

Social media

• 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.

Branding

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.

Next steps

• 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 wcrd@consint.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.

ISSUE BRIEFINGS

See attached.

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