Strange Company, one of the leading producers of Machinima (and also operators or the Machinima.com website) have produced a couple of films to promote fairtrade.
Although a bit crudish, I think it's a good starting point. And knowing the machinima community, we will now probably see several other efforts coming out soon.
By making the comparison to their own game-experience, the issue stands out more clearly.
Using machinima can be a very cost-efficient way of reaching a demographic otherwise elusive. It's viral, non-intrusive, and usually firmly tongue-in-cheeck, scoring sympathy points.
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