modern slavery is everywhere. yet the problem gets lost among all the other media we consume. so to make modern slavery a visible issue, walk free hijacked the content that was vying for people’s attention the most.

we targeted people with a message of modern slavery through the content they were already watching, by creating a series of films that mimicked the most popular content categories on social media. our message was designed to seamlessly fit within viewers’ suggested feeds when they searched for their favourite content. each video started as an influencer-led piece to camera ending with a sobering twist that highlighted the prevalence of slavery in our society. once people had watched our films on youtube, the algorithm would then begin suggesting more slavery-related videos based off their viewing history.