Promote HISTORY's new mini-series ’Roots’, while raising awareness for its themes of slavery.

The show tells the tale of one man’s legacy overcoming historical slavery in America, and is HISTORY Channel’s modern remake of a beloved 1970s miniseries.

In partnership with The CNN Freedom Project and Not For Sale, our partnered NGO, we put up 'slaves for sale' on more than 40 of our partnered fair trade e-commerce sites.

To support the campaign, shoppers could add a slave to cart and checkout, with $1 of each online transaction going to Not For Sale. By sharing their purchases on social media, even more people were directed to a microsite that housed information about the campaign, how people could support it, as well as details of the show.

70 celebrities in the region lent their voice to the cause, amplifying our campaign and spreading awareness of the show even further.