Direct > Product & Service

ANTI-SLAVERY

JWT, London / MTV / 2008

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image

Overview

Credits

Overview

CampaignDescription

Dramatise and explain the inhumanities of modern day slavery.

Idea

The campaign set up the idea that slaves are really just commodities that can be traded like oil or pork bellies. This entry was a fake brochure for a ‘Global Slavery Fund’, like an investment fund. It explained the benefits of slavery as an investment. It was sent to 30 people who we thought would have the greatest response – heads of social causes, journalists, writers etc.

Outcome

Difficult to say as the brochure only directed people to a website where they could sign a petition. This has about 2,000 names so far.

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Corporate Information

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