On International Migrants Day, Migrant Help launched its impactful campaign to spotlight modern slavery in the UK. With 122,000 people trapped in forced labour across industries like hospitality, construction, and agriculture, the campaign highlighted alarming gaps in public awareness, misconceptions, and the need for action. The striking “LockedIn Recruitment” initiative, featuring real survivor stories through a fictional recruitment agency, demonstrated how traffickers exploit vulnerable individuals, urging the public to recognise the signs and take action.
Challenge:
- Low Public Awareness: Despite nearly 17,000 potential victims identified in 2023, only 26% of people feel confident spotting the signs of modern slavery, with 45% admitting they wouldn’t know what to look for.
- Persistent Misconceptions: Over half (51%) associate modern slavery solely with sex work, overlooking its prevalence in everyday industries. UK nationals also account for 25% of victims, challenging the misconception that modern slavery only affects foreign nationals.
- Barriers to Action: While 78% of UK adults expressed willingness to boycott businesses linked to modern slavery, only 12% felt confident in helping a suspected victim, highlighting the urgent need for education and resources.
Key Statistics:
- Scale of the Crisis: Modern slavery cases rose by 33% from 2021 to 2022.
- Misconceptions: 7% believe modern slavery doesn’t exist, with 11% unsure.
- Victim Profile: Children make up 44% of cases, with labour exploitation being most common among adults.
Action:
Migrant Help launched an impactful awareness campaign centred on a fictional recruitment agency, “LockedIn Recruitment,” staged at careers fairs. The campaign exposed the hidden realities of forced labour through real-life survivor stories, such as live-in nannies denied breaks and waiters subjected to abuse. These scenarios resonated with audiences, helping to dismantle misconceptions about where and how modern slavery occurs. The campaign also drove traffic to educational resources and the Modern Slavery Helpline, ensuring audiences could take informed action.
Results:
- Extensive Media Coverage: The campaign secured 668 media opportunities, reaching a total audience of 535 million. Coverage included key outlets such as Sky News Radio, Bauer Network bulletins, and regional BBC stations, effectively reaching both national and local audiences. By blending national and regional messaging, the campaign made modern slavery a tangible issue for millions
- Public Engagement: The “LockedIn Recruitment” campaign drew significant attention online and offline. The use of real survivor stories and powerful visuals sparked meaningful discussions, with many engaging with Migrant Help’s educational resources and support services.
- Driving Awareness and Action: The campaign highlighted significant knowledge gaps about modern slavery, addressing misconceptions and showcasing its prevalence across everyday industries. Migrant Help encouraged proactive steps, ensuring more individuals were informed about the realities of exploitation and the resources available to support victims.
