Cannes Lions

ANTI-SLAVERY INTERNATIONAL

JWT LONDON, London / ANTI-SLAVERY INTERNATIONAL / 2012

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Communicate to Londoners that although slavery has been abolished for nearly 200 years, little has changed. Tell the truth about the fact that many people in one of the world's greatest and most liberal-minded cities still work in conditions that are like something from a Charles Dickens novel.

Execution

We wanted to give the sense of exposing a hidden problem, of something that needed uncovering. We came up with the idea of presenting the stories of modern day slaves as a newspaper feature. Then to dramatise the truth that they work in the same conditions, as they would have done 200 years ago, we designed a totally authentic early Victorian newspaper.

Outcome

The campaign was designed to raise awareness of the problem. PR has been building, with journalists from The Independent, Daily Mirror, Evening Standard keen to run articles on Slavery in London.

We incorporated a fund raising mechanic that secured £7,400 in donations. We had strongly recommended a text mechanic to enhance the ease of donating, but the client mandated a coupon device. Not only did over 100k Londoners come into contact with the problem, but some took the time to fill in a coupon, put it in an envelope and send money to the cause. Awareness did equate to action.

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