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.

CREDITS

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

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

Related Articles

Just Published

1 day ago

Dentsu Creative Bengaluru wins agency of the year ...

Event crowns agency, network and most creative company of the year, as Ogilvy and WPP also win titles.

2 days ago

Cannes Lions 2022: All the APAC winners (so far)

The Direct, Media and Social categories proved popular for Asian work while Dentsu India picked up a third Grand Prix. See other APAC winners in our running tally.

2 days ago

The celebrity creative vs the everyday creative

How indie and network agencies cater to both, according to UltraSuperNew’s general manager.