We live in a land of opportunity where every child is able to be educated and prepared for the world and to hopefully accomplish their dreams. However, this isn’t the case in most countries. Having lived in Latin American countries almost my entire life I know better than most that sometimes life isn’t fair. We all have hopes and dreams but the road to get there is long and arduous. A basic education is absolutely required for any field in the workforce that we will apply to. Without that foundation where would we be? Would we still be able to accomplish our goals? This is the reality for many children in third-world Latin American countries. Unlike the United States, most of these countries only provide schooling for primary grades, the equivalent of a 4th-grade education here. Their governments only provide this amount of education for free because it is the bare minimum in order to work the land or take over their family’s business. After completing primary education, students must pay tuition in order to receive a secondary education and diploma. Most of these children who live below the poverty line aren’t able to afford secondary school and are thus condemned to a life laid out for them by their government and their parents. Colombia Chocolate is looking to give these children a chance to pursue their dreams. For every bar of chocolate sold a majority of the proceeds go towards paying for these children’s tuition through large donations to Worldfund, a charity dedicated to improving education in Latin America. By creating authentic, South American-sourced chocolate and partnering with this organization not only are we able to give these children a fighting chance but we’re also able to share a bit of the culture with those who help.
Colombia Chocolate uses all three aspects of persuasion in order to accomplish its goal. For Ethos, the company has aligned itself with a charity, Worldfund, that is already known to work in Latin American countries and with great successes in funding school programs in underdeveloped neighborhoods, giving resources for impoverished children to attend school, and providing existing schools with more advanced technology to stimulate growth. For Logos, Colombia doesn’t only provide a product that is enjoyable but also a good reason. Chocolate is often labeled a guilty pleasure that is often labeled a selfish food and because of that people tend to limit the amount of chocolate they buy. By using this logic and turning the selfishness to selflessness the reasons for not buying chocolate decrease dramatically. For Pathos, Colombia appeals to the audience’s emotional side by showing the darker side of the Latin American educational system and how it affects children especially. The thought of children not having a say in their futures and being stuck in poverty creates an emotional response in the audience to persuade them to buy more chocolate.