Bringing attention to the lives that we don't see in our social media feeds everyday
In partnership with Walk Free, we launched a campaign to draw attention to the shocking reality that: 1 in every 130 women and girls globally are living in modern slavery. The online campaign used contextual targeting to dramatize the issue of modern slavery by subverting popular YouTube formats that we are all familiar with. The films demonstrate that the exploitation of women and girls is not some distant problem, but a very real and present issue, often directly connected to the things we enjoy and consume in our daily lives. We’re bringing attention to the lives that we don’t see on our social feeds every day, by connecting them to the lives that we do.
With issues like modern slavery being vastly overshadowed by all the other media we consume, it made sense to capitalise on that popularity rather than fighting directly against it. Rather than competing for people’s attention, we decided to hijack what they were already searching for.
We created a series of YouTube videos that resembled some of social media’s most popular content categories, only to later reveal a story speaking about the hidden, pervasive nature of modern slavery. In designing our videos this way, we were able to target people with a message about modern slavery when they were least expecting it.
Agency
Leo Burnett Sydney
Client
Minderoo Foundation
Year
2021
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