Alert UK public to the invisible slavery epidemic and empower them to help stop it.
What we discovered
Modern slaves are all around us: working on nearby farms, on construction sites, cleaning our homes. Therefore, our audience was everybody in the UK, with a secondary audience of law enforcement officers and wider government departments. With an issue as shocking as modern slavery, made even more complex by polarized views on immigration, we had to create something powerful to hit home.
How we made positive change
We made the invisible visible by alerting the UK public to the realities of modern slaves in the UK today. We created a touring gallery of twelve unmissable modern slavery images and stories in partnership with local councils, charities and police. The eleven-stop tour captured the hearts of the UK public, resulted in real political Westminster action taken and even led to the freeing of two modern slaves.
- pieces of National coverage
- awards, Best Media Relations at the Public Sector Comms Awards and Best Public Sector Campaign at The Drum DADI Awards
- total opportunities to see campaign visuals
- increase in calls to Modern Slavery helpline in exhibition areas
- modern slaves released