An interactive video tool for the Gifts and Graces Fair Trade Foundation Inc.: An interactive video tool

• Main Authors: Garciano, Margarette Anne Q., Ledesma, Camille Christine F., Mendoza, Hilary Alexanne B.
• Format: text
• Language: English
• Published: Animo Repository 2019
• Subjects: Business enterprises > Philippines; Gifts and Graces Fair Trade Foundation Inc; Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/6465
• Institution: De La Salle University

Gifts and Graces Fair Trade Foundation, Inc. is a non-government organization aiming to advocate the concept fair trade (FT) and empower marginalized crafts women around the Philippines by providing opportunities for them to earn and become self-sufficient. The organization aims to help improve the lifestyle of these underserved communities as it is their goal as an FT organization to promote FT practices and help these communities become self-sustainable. This thesis project focuses on effectively communicating the concept of the innovation, FT to new partner communities of Gifts and Graces Fair Trade Foundation, Inc. in order to creating a unified understanding of what FT is. According to Dabphet (2012) study which applied Rogers(2003) diffusion of innovations theory in organizational communication, in order for the audience to successfully adopt an innovation, the organization must be able to effectively communicate four different characteristics of the innovation, namely its (1) relative advantage (2) compatibility (3) observability and, (4) complexity. Given the data revealed form the communication audits and with the guidance of Rogers (2003) DOI characteristics, the proponents created an interactive video to serve as the standard introduction spiel and a learning tool that effectively communicates the characteristics of the innovation, FT to its audience. The proponents further called this an interactive video tool (IVT) as this served as a tool for the organization to communicate the innovation. A dry run for the IVT was further conducted to evaluate the effectiveness. Findings from the dry run of the IVT revealed that it is an appropriate medium to communicate the concept, FT as innovation which lead to a unified understanding on the concept such that the communities are now rightfully aware on how they can have a more sustainable livelihood through FT.