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.
History Asia: #BuyOutSlavery by Zeno Singapore & GOVT SingaporeAdded 31 May 2016
Credits: Zeno Singapore, GOVT Singapore
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