History Asia: advert-body-1 by Zeno Singapore & GOVT Singapore

#BuyOutSlavery is a Southeast Asia-led initiative by Not For Sale, in partnership with HISTORY and the CNN Freedom Project, to raise global awareness about modern slavery.

To drive awareness and positive change, the strategy was to connect with them at a point where they least expect to… in their favourite online stores. Online shoppers start seeing slaves listed in their favourite sites across Southeast Asia, the purchase could then be made to support the campaign and shared on social media.

A film using celebrities was also seeded out to promote the campaign.