Page 48 - CTI83_EN

C

While promoting #brewathome and making Brewing
Guide, Micky got enough support worldwide, even from the
equipment suppliers including Aeropress and E&B Moka Pot,
which contacted agencies or offered help directly. Lily Drip,
still undergoing the initial development, also donated equip-
ment to make its own contribution. When IMNAB took product
photos, one of the largest green bean importers in Russia, KLD
offered the filming location, cameraman, and baristas models
with no charge. Today, IMNAB uses Brewing Guide to launch
a new round challenge called #brewinggame. It requires par-
ticipants to brew coffee according to selected recipes and make
a post on Instagram. After 48 days of playing, the participant
can get a reward like a bag of beans from a great local roaster,
or a small red envelope. “One can enrich their coffee knowledge
through this game, and know local roasters indirectly.”
Meanwhile, IMNAB has launched an online campaign
called #Tipabarista, which selected a qualified barista who has
contributed to the coffee community or needs financial support.
They can share their stories to get a “tip” of 100 dollars as an
encouragement or reward. “For some baristas, this is not much,
but it may be very important for some.” says Micky. “I recent-
ly talked to Halima Kapamba, a single single mom barista from
Tanzania. Her baby is only six months old, and she has to look IMNAB Volunteer Tigger Chaturabul (USA)
after her brother. As she only earns 160 dollars a month, 100
dollars means a lot to her.”
IMNAB wishes to have more campaigns to bring money
and good will to those needed. The expanse details are posted
on the official website for transparency, assuring every floating
log goes to those suffering in the water. As Micky says, “Good- BE INSPIRED.
will takes place in the real world, even though it sometimes
doesn’t look real.” In the same huge coffee network, profes- BREW DIFFERENT.
sional baristas can quickly transition from a single greeting to
a warm conversation, while other distant strangers gather to- the new espresso machine
gether because of their love of coffee. They might not all be helping coffee professionals to offer
baristas, but so what?
a better coffee experience.
IMNAB Volunteer Virginia Fanticini (Italy)

@ranciliospecialty
ranciliospecialty.com
You can check more digital challenge from ranciliogroup.com
the Instagram of I’M NOT A BARISTA: IMNAB Volunteer Sebastian Franzén (Sweden)
@iamnotabarista

50