Public urged to identify signs of modern day slavery in Home Office ad

The public are being urged to identify the signs of modern day slavery and report it by calling a new national helpline, part of a Home Office campaign running until October.

The 30-second TV spot depicts people in Britain who have been forced into prostitution, domestic servitude and agricultural slave labour. It opens with a slave being beaten and a vulnerable young woman in a squalid brothel. Later shots reveal that the abuse is happening in the UK, and ad ends with the tagline "Slavery is closer than you think". 

Activity also includes online and poster awareness campaigns and a website, www.modernslavery.co.uk, will be launched with the aim of educating the signs of 21st century slavery.

Brand: The Home Office 

Agency: Rainey Kelly Campbell Roalfe/Y&R

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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