Anti-slavery charity Unseen UK was at imminent risk of losing its lifesaving helpline. With time running out, we created a pro bono integrated campaign to highlight their vital work and help secure urgent funding.
Due to budget cuts, Bristol-based anti-slavery charity Unseen UK would have had their helpline shut down on 30th November 2019. Between January and March 2019 alone, the Modern Slavery Helpline experienced 1,472 calls, identifying 909 potential victims. We needed to raise awareness of Unseen’s work to help them secure urgent funding.
Victims of modern slavery are often promised a dream life in the UK. The reality is more of a nightmare. Our storytelling philosophy shone a light on traffickers’ lies, while giving victims an all-important voice.
Using clever design and a story-within-a-story technique, we created a striking OOH and social campaign highlighting the lies victims are told, versus the true reality. The entire pro bono campaign was created, produced, and activated by Aesop staff along with our production friends. All culminating in some late-night guerrilla marketing that may have bent a few health and safety regulations.
The campaign generated national coverage, including advertising and design industry titles. The story was also picked up by lifestyle magazine, Marie Claire. This visibility helped Unseen UK raise the money they needed to save the helpline.
Find out more about the campaign here.