The Brief

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.

Impact

74
pieces of National coverage
4
awards, Best Media Relations at the Public Sector Comms Awards and Best Public Sector Campaign at The Drum DADI Awards
883
total opportunities to see campaign visuals
25%
increase in calls to Modern Slavery helpline in exhibition areas
2
modern slaves released

Share

Feel free to get in touch

We'd love to chat

Kindred

020 7010 0800 kindrednewbiz@kindredagency.com