Samenvatting

Currently, 2.1 million children in Ghana and Ivory Coast are exposed to extensive working hours and use of sharp and dangerous tools. Furthermore, these children are unprotected to the use of pesticides and are overstraining their bodies with excessive weight carrying. Various large chocolate producing countries have agreed to several deadlines to uproot child labour in their cocoa production, but none of these deadlines are reached. Compared to other large chocolate producing companies, Tony’s Chocolonely has already undertaken action by excluding child labour in their cocoa production. Their mission is, besides excluding child labour and modern slavery in the cocoa production, to raise awareness among customers and start a discussion between companies and customers about these current problems of child labour and modern slavery. Therefore, the aim of the research is to investigate the what extent the advertisements of Tony’s Chocolonely raised awareness about child labour on cocoa farms. The methodology used for this research are desk research and quantitative research. The desk research consisted various books and online sources, for example academic papers. The quantitative research was in the form of an online questionnaire. The online questionnaire had a participation rate of 146 respondents. The online questionnaire was based on the theory conducted during the literature review. However, the online questionnaire was mainly focussed on the DAGMAR approach and AIDA model due to these models being used to measure advertising effectiveness. The most interesting finding of the desk research included that Tony’s Chocolonely does not use paid advertisements. The company only uses earned and owned media. Furthermore, the most interesting finding from the online questionnaire is that the advertisements of the company, which are owned and earned media, do spread awareness about child labour on cocoa farms in West Africa, however customers are more aware of the features and benefits of the product itself instead of the mission the company strives to achieve. Further research should focus on obtaining more respondents for the online questionnaire in order to ensure the reliability. Furthermore, the majority of the respondents were between the ages 18 to 25 and were female. Therefore, further research should provide a balance between the different age groups and male/female ratio in order to ensure the reliability of the research.