Description:

Modern slavery is a hidden crime that exists within many of Aotearoa’s most successful industries, affecting every single one of us and underpins much of the success our country celebrates. In 2021, it was estimated that around 8,000 people were living in slavery in Aotearoa, with the majority being vulnerable migrants, lured to our shores by false promises of a better life for themselves and their families. The problem is, most of our population doesn’t even know this kind of exploitation exists, and are unaware it is often happening in plain sight. Our challenge was to design a campaign that would promote awareness around Modern Slavery in Aotearoa and inspire an audience to take action-taking measures to combat and challenge its existence.

#SHINEALIGHT uncovers the hidden reality of modern slavery in Aotearoa, exposing the widespread exploitation of vulnerable migrants and challenging the individuals who exploit them. Through a compelling campaign video supported by powerful out-of-home (OOH) advertising, a dedicated website and social media, we chose to spotlight the harrowing victim stories and hard-hitting statistics that shocked our users. Our visual world leveraged contrasts of light and dark, symbolising the truth and the lie, revealing the shared experience of exploited migrants who were sold a dream but ultimately found themselves trapped by deceitful employers. Through messaging that speaks loudly to successful migrants who have found opportunity in Aotearoa, this campaign inspires those who may be closest to the victims to become allies by teaching them actionable steps to help victims report their employers.

At the heart of the campaign is an emotionally confronting motion piece that shares the raw and unfiltered stories of victims, giving users a deeper understanding of their experiences and the life-changing impact the viewer's support can have in becoming an ally. Supporting the campaign’s video, out-of-home (OOH) and social media advertising are in place to generate awareness featuring a hero interactive bus stop installation, a dedicated campaign webpage is launched to educate users on the problem and equip them with the tools to become an effective ally, while an Instagram page is also established to help maintain the momentum of the campaign through consistent engagement and sharable content.

Two key elements were incorporated into the campaign to both broaden its reach within the target audience and ensure a more accessible, inclusive user experience. The first is printable campaign posters that users can display in their own community spaces, empowering them to take immediate action and spread awareness offline. The second is a translation feature on the campaign’s website, which allows users to convert all website copy and shareable content into their native language, making the campaign more approachable for those for whom English is not a first language.

By rallying together communities of fellow migrants who recognise exploitation, and can communicate with and support victims, we have the ability to ensure that every individual who is residing in this country has a fair chance. We pride ourselves on being the land of freedom, opportunity and growth, but as modern slavery specialist, Gary Shaw rightly asks, "If our trade, prosperity and growth is built on the backs of people in slavery, what kind of "success" are we celebrating in New Zealand?”. This campaign harnesses the power of awareness and education to build a community who not only recognises the signs of migrant exploitation but are driven to take meaningful action by standing alongside victims, amplifying their voices, and holding exploitative employers accountable. Because true progress isn’t measured by economic growth alone, it’s defined by the dignity, freedom, and fairness we extend to every person who calls this country home.