Promo & Activation lay at the heart of this campaign approach. Promotional posters were sent to homeless shelters across the nation, as homeless people are often taken advantage of and are forced into slavery.

The TV, print and outdoor ads drove members of the British public to call the helpline and report signs of slavery in their local area, or report that they were being held in forced labour.

As a direct response to the campaign, we received over 90,000 unique visits to the website and 843 helpline calls.

SLAVERY IS CLOSER THAN YOU THINK

This direct response print, outdoor and TV campaign showed our proximity to slavery. Juxtaposing images of slavery amongst the city of London and iconic areas across the UK.

The truth is that quiet house around the corner could be a slave brothel. This confronting campaign is about the hard-hitting truth, that slavery is right on our doorstep.

The government campaign ran for a tiny period of time, between 31st July – 30th August 2014. But in the space of these few short weeks, it caused a massive shift in awareness across the country, and became one of the most successful education campaigns the British Home Office has ever run.

It gained free media coverage in every major publication in the UK, including the Guardian, BBC, Independent, The Sun and many more.

90,459 Unique website visitors

935,293 Views on YouTube

843 Helpline calls

1,746 cases of slavery reported and investigated by the Home Office