The Salvation Army
End Modern Slavery Campaign
End Modern Slavery Campaign
A Chain of Good
In recognition of the first United Nations’ world day against human trafficking, The Salvation Army wanted to devise a campaign for The Freedom Partnership. This was to raise public awareness and empower those effected by modern day slavery with Australia. The Australian public were asked to demonstrate their support and solidarity against modern day slavery with a simple but powerful gesture – a signature to pledge to help end modern slavery in Australia.
The brand and campaign needed to have a positive influence on the people of Australia to get involved and help end modern slavery in Australia. The Freedom Pledge’ used bold graphics and colour in a striking campaign utilising an ancient symbol of law and justice, slavery and captivity known as ‘Epa’ – creating a chain of good that starts with a pledge.
Designed at Toast Creative, Sydney. Recognition: WINNER 2017 Silver Sydney Design Awards
Deliverables: Strategy & Positioning / Tagline & Copy / Log0 / Campaign Assets & Guidelines / Video Storyboards / Marketing Collateral
