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By Gillian West, Social media manager

July 31, 2014 | 2 min read

The Home Office is seeking to raise awareness of modern slavery in the United Kingdom with a major new advertising campaign from RKCR/Y&R.

Running across TV, digital and press from today (Thursday 31 July), ‘Modern Slavery’ shows how slavery is not just a problem in poorer countries and can also be found across the UK.

The TV creative shows incidents of slavery, such as a young woman working in a brothel, which first appear as if they are taking place in a poverty-stricken part of the world but in reality are much closer to home.

The advert introduces a new dedicated helpline and website encouraging viewers not only report incidents of modern slavery but also learn more about how to spot the signs.

“Modern slavery is a crime that is as hidden as it is heinous. Public awareness and understanding of its existence in the UK is low and our objective is to change this and increase reporting,” said Lucy Jewitt, the Home Office’s head of communications.

“The challenge for this campaign has been to communicate a complex problem, affecting many sectors of the economy and types of victims, in a simple and engaging way. By depicting scenes of domestic, agricultural and sex slavery, the adverts show prevalent types of slavery and a range of victims and perpetrators, as well as portraying the devastating impact on victims’ lives.”

The campaign follows the publication of the Home Office’s Modern Slavery Bill addressing slavery and human trafficking in the 21st century earlier this month.

Home Office Y&R London

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