APAC Creative Work of the Week: History Asia #BuyOutSlavery

Buy out slavery

TV channel History Asia partnered with charity Not For Sale and the CNN Freedom Project to create a campaign to raise awareness of modern slavery.

The #BuyOutSlavery aims to drive awareness and positive change and the strategy, according to History Asia, was to connect with people at a point where they least expect to - in their favourite online stores.

The business created ads and partnered with retailers to create a situation where online shoppers started seeing slaves listed in their favourite sites across Southeast Asia.

The purchase could then be made, giving a donation to the cause, as well as the option to share it on social media.

To support the campaign a film using celebrities was also seeded out to promote the campaign.

Credits: Zeno Singapore, GOVT Singapore

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