The Colombian Coffee Growers Federation (FNC), for the first time in its history, has temporarily modified its logo in response to the COVID-19 pandemic.
To promote elemental self-care and hygiene measures and avoid spreading COVID-19, Juan Valdez and the mule Conchita appear with masks, social distancing, covering their nose and mouth when coughing or sneezing, or washing hooves and hands.
As part of its mission, the FNC says its actions have always pursued a higher purpose for the benefit of coffee growers and their families, its “raison d’être”, and the current health situation is no exception.
At a time when the world is undergoing the consequences of the pandemic, the actions of the FNC aim to have an even greater impact to promote self-care and prioritise health.
“I always have showed and will show the greatest respect for what our institutional logos and symbols mean, and today we resort to them to make a global call for raising awareness and following elemental rules to protect the lives of coffee growers, pickers, the coffee community, and the population as a whole,” FNC CEO Roberto Vélez says.
In addition to the intervention of the logos, the campaign also uses common languge and popular idioms, including a jingle that paraphrases the well-known song Allá arriba en aquel alto (Up there in that high place) by Professor Yarumo.