Fair by Design Campaign

Fair by Design (FbD) is a programme with a mission to end the poverty premium within 10 years.  Find out more about the poverty premium on this infographic  and on this animation.  It’s a bold ambition. It was conceived by the Joseph Rowntree Foundation (JRF) and Big Society Capital (BSC) working in partnership, and operates in collaboration with a range of partners including Barrow Cadbury Trust (BCT).

FbD is split into two strands that tackle the issue from different perspectives and together we hope will achieve the mission: The Venture Fund and the Fair by Design Campaign.  The Venture Fund is investing directly in social sector organisations tackling the poverty premium and alongside this the campaign, which is currently building its foundations, will be working with corporate providers, policy makers, regulators and engaging in public debate.

The Trust is leading and managing the FbD Campaign, although in time consideration may be given to creating an independent entity. Additional grant funding has already been committed by Comic Relief, Big Lottery Fund and JRF.

The Campaign will be working with:

  • government departments and regulators to ensure policy and regulation adequately protect low-income consumers from paying a premium;
  • corporates in key target sectors to understand their products and business models, and work with them to develop and roll-out products and services that are designed for low income consumers (even if also a wider consumer base); and
  • galvanising public support (including among low income consumers) for these changes through advocacy and campaigning, and showing what’s possible.

The FbD Campaign will operate separately from but collaborate closely with the Venture Fund which was launched in November 2017 and is now up and running. BSC, JRF and Nominet Trust have put £9m into the fund (target £15m to £20m over 10 years). The Fund will invest in social sector organisations that reduce the poverty premium. It will also support later funding rounds, providing a coherent source of funding for these enterprises. Running alongside the Fund, the FbD Campaign will primarily be a grant-funded influencing vehicle.  Growing successful innovative challenger businesses will help the FbD Campaign to influence regulators and corporates by providing working examples of what is possible.

A Steering Group will provide overarching direction for both the Venture Fund and FbD Campaign. Foundations have also been laid for working with people with experience of poverty and the poverty premium.  A Campaign Director, Lucie Russell, has been recruited.  Carl Packman has recently been appointed as Head of Corporate Engagement.