1 in every 130 women and girls globally are living in modern slavery. The terrifying statistic has been revealed in a new report, Stacked Odds, by Walk Free, an independent, privately funded international human rights organisation based in Perth, whose mission is to end slavery in all forms.
Leo Burnett, Walk Free and partner, United Nations Every Woman Every Child, have launched a campaign to give that report the impact it needs to trigger change.
The campaign films premiered at the United Nations Spokesperson’s Noon Briefing on Friday, October 9 and the larger campaign went live on October 11, coinciding with the UN’s International Day of the Girl Child.
Stacked Odds reveals that almost 29 million women and girls are victims of modern slavery. This is more than at any other time in human history. Females account for 99% of all victims of forced sexual exploitation, 84% of all victims of forced marriage, and 58% of all victims of forced labour.
The online films dramatise the issue of modern slavery by hijacking and subverting popular YouTube formats. They are unsettling for some, shocking for most. As they should be:
The three films were inspired by real stories and focus on just some of the many examples of modern slavery: child labour, forced marriage and domestic servitude. They demonstrate that the exploitation of women and girls is not a distant problem. It’s very real and might be next door.
Andrew Fergusson, executive creative director, Leo Burnett, commented, “This is an issue that’s invisible to most of us. People see modern slavery as a distant problem, not something that’s close to home. We hope that this campaign will help bring awareness to the horrors of modern slavery. We want to encourage people to use their voices and share the campaign, to shine a light on the risks women and girls face every day around the world.”
The films were directed by Alan Harca, produced by Infinity Squared and contextual targeting positions the films in environments where the audience might be led into thinking they are viewing content that they might typically see.
Co-founder of Walk Free, Grace Forrest, stated, “Our report and this new campaign shine a light on the insidious reality of modern slavery – the greatest feminist issue of our time. Eradicating modern slavery and empowering women and girls must go hand in hand. We need to ensure the pervasive cultural and legal inequalities hindering the progress of women and girls are eliminated.”
Director of Communications & Marketing, Walk Free and Minderoo Foundation, David Ohana, added, “The 1/130 stat is as powerful as it is shocking, and deserves to be significantly more famous than it currently is. We’ve tried something a little different to break through the noise barrier, as it’s not an easy environment to get a message heard.
“We’ve enlisted some of the best and brightest in the creative community, many lending their time and talents pro-bono – and we’re extremely grateful to Leo Burnett Australia, Infinity Squared, Rumble Studios and Starcom for their support. The films are a chilling take on the current reality. They’re also a powerful rally cry that modern slavery can be ended in our lifetime, if we show the courage, perseverance and political will to solve this man-made crisis.”
Walk Free is aiming to initiate policy discussion with global lawmakers to remove the roadblocks facing women and girls around the world. The organisation is also calling for governments and businesses to prioritise supply chain transparency to ensure workers are protected and to guarantee a living wage including protection mechanisms in crisis situations.
Client: Walk Free / Minderoo Foundation
Director of Communication and Marketing: David Ohana
Director of External Affairs: Anthony Flannery
Social Media Manager: Madeline Arnold
Media Manager: Eliza Rogers
Web Manager: Matt Bolt
Brand Manager: Tina Mash
Communications Coordinator: Honny Palayukan
Campaign Coordinator: Sheryl Burnell
Founding Director: Grace Forrest
Head of Research: Jacqueline Joudo-Larsen
Research Analyst: Bernadette Joudo
Creative Agency: Leo Burnett Australia
Executive Creative Director: Andrew Fergusson
Creative Directors: Nigel Clark & Adrian Ely
Copywriter: Megan Smith
Art Director: Daniel Stewart
Chief Client Partner: Belinda Drew
Senior Business Director: Gemma Cox
Senior Strategist: Abbie Dubin-Rhodin
Head of Production: Adrian Jung
Producer: Lucy Appleyard
Production Company: Infinity Squared
Director: Alan Harca
Producer: Mel Reardon
DoP: Josh Flavell
Sound Recordist: Rob Harley
Art Director: Rachel Mackay
Art Assistant: Tessa Leal
Costume Stylist: Lucia Arias-Martinez
HMU Artist: Trang Nguyen
Sound House: Rumble Studios
Executive Producer: Michael Gie
Composer: Adam Moses
Sound Design: Cam Milne
Offline Editor: Alan Harca & Kris Rowe
Grade: Marcus Timpson
Online Editor: Matt Brunner, Prodigious
Casting: Toni Higginbotham