Most Australians think that slavery exists “somewhere” far, far away. In fact, around 15,000 people are being kept in slave-like conditions in Australia today, used as domestic workers, cheap labour in sexual exploitation and trapped in forced marriages. The issue goes under the radar with only one in five victims detected and most Australians blithely unaware.
But agency, Coffee Cocoa Gunpowder (aka Cocogun), and The Glue Society have brought it out into the open. On Oxford Street in Sydney. The pair have launched a supermarket that stocks a range of more than 70 products, each of which represents a victim of modern slavery in Australia. A supermarket called Human Mart whose “stock in trade” is humans.
The store aims to raise awareness and raise funds for Anti-Slavery Australia (ASA) with products “purchased” in the store equating to donations.
Cocogun developed the concept to support ASA’s ongoing efforts to abolish modern slavery in Australia. ASA is the only specialist legal practice, research and policy centre committed to the abolition of modern slavery, including human trafficking, forced labour, servitude, and forced marriage. The Glue Society brought the vision to life, collaborating to develop every element, from product design and aesthetics through to store layout.
New independent communications agency, Candid Communications, is leading the media relations and press strategy behind the launch of Human Mart.
Anti-Slavery Australia founder, Professor Jennifer Burn, commented, “This is a truly brilliant way to raise awareness about all forms of modern slavery and have real impact to prevent these human rights abuses and better protect victims. These agencies are inspiring, it has been a joy to work with such creative and artistic people.”
Cocogun co-founder and managing director, Chiquita King, added, “It’s a privilege when you work with a client who believes in the power of an idea and encourages you to pursue the vision to its fullest extent. Professor Burn is a force of nature and the work her team are doing for victims of modern slavery is inspiring to say the least. Collaborating with The Glue Society reminded me that the people you surround yourself with to meet the ambition, is as important as the idea itself.”
Alice Cogin, director at The Glue Society, stated, “This has been a project 18 months in the making and a true labour of love. We were set to launch Human Mart last year, the week that Australia went into lockdown and so, to be able to bring it back this year has been extremely rewarding. For most Australians, we are unaware of the prevalence of modern slavery in our country. It’s easy to think that these types of things don’t happen here, but they do. It was important to us that this initiative honour the individual stories of survivors and demonstrate the need for more awareness and ultimately more action.”
Human Mart is open to the public from Tuesday, March 16 through to Thursday, March 25 from 10am-6pm. All funds raised from Human Mart will be donated to Anti-Slavery Australia in support of victims and survivors of slavery. Find out more about Human Mart, how you can support the cause, or donate online, here or @thehumanmart.
Client: Anti-Slavery Australia
Director: Jennifer Burn
Coordinator: Sarah Di Giglio
Researchers: Carolyn Liaw & Yvette Selim
Lawyer: Sandeep Dhillon
Manager: Ruth McLelland
Research Assistant: Emma Burn
Agency: Coffee Cocoa Gunpowder
Co-Founder & Managing Director: Chiquita King
Co-Founder & Creative Partner: Ant Melder
Head of Design: Chris Clausen
Designer: Rachel Tse
Copywriter: Lewis Clarke
Art Director: Lauren Maneschi
Senior Business Director: Emily Hahn
Project Director: Diane Villavieja
Head of Social Media: Hayden Wright
Store Design & Installation: Alan King
Executive Assistant: Mary Hackett
Production: The Glue Society
Direction: The Glue Society
Design & Experience Director: Alice Cogin
Design: Roshan Ramesh
Production Assistant: Holly Warner
Production Company: Revolver
PR: Candid Communications
Co-Founders: Olivia Meena & Jodie Moses
Consultant: Maddison Cochran