Matthew Miller
Jul 31, 2014

Campaign seeks end to modern slavery

AUSTRALIA - The Salvation Army of Australia (SALVOS), with Sydney-based Toast Creative, has begun a two-year initiative to raise awareness about modern slavery and mobilise the country to end it.

The SALVOS Freedom Partnership Initiative will play out in a number of campaigns over the next two years, primarily through digital and social channels, according to the agency.

An introductory video (above) defines a number of forms of slavery, including deceptive recruiting, debt bondage, forced marriage, forced labour and trafficking. It also informs Australians that they may be unknowingly benefitting from slavery through a number of industries including beauty, retail, farming, cleaning, construction and hospitality.  

Nicholas Sammut, Toast Creative managing director, said the modern definition of slavery extends to abusive living and working conditions, threats, isolation and control, psychological abuse, violence and sexual abuse.

The campaign identity rests on a handcuff-like symbol of "law and justice, slavery and captivity" known as 'Epa'. 

Toast Creative designed and developed the brand identity for the Freedom Partnership, including stationery and collateral. It also conceived of and implemented the 'Freedom Pledge' awareness campaign, website, brand videos and EDMs.

SALVOS hopes to reach up to 100,000 supporters. The organisation will also engage clubs, students, faith-based groups, trade unions, community service providers, businesses, government agencies and policy makers in Sydney, Melbourne and Canberra in the programme.


Jenny Stanger: National Manager, of The Salvation Army’s Freedom Partnership
Laura Vidal: Campaign Coordinator, National Manager of The Salvation Army’s Freedom Partnership

Nicholas Sammut: Managing Director
Ross Davison: Strategy Director
Natasha Marsh: Group Account Director
Gary Walmsley: Senior Designer
Neill Horsman: Developer

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