A partnership between non-governmental organisation Not For Sale, CNN Freedom Project and HISTORY Asia saw the launch of their new #BuyOutSlavery campaign. It will be promoted throughout Southeast Asia’s most popular e-commerce websites.
The campaign was created to raise awareness about modern slavery across Southeast Asia and was inspired by the upcoming HISTORY Asia premiere of programing event, “Roots”, which will hit the screen on 31 May.
While shopping on participating sites, consumers will be encouraged to contribute to liberating modern-day slaves by making a donation to Not For Sale and also by sharing their actions online. It will educate the audience about the products they are buying and what to look out for.
Brands and celebrities are lending their names, people and resources to the cause, namely brands such as Naiise, The Cathay and Westgate, and personalities such as Anita Kapoor, Irene Ang and Jamie Yeo to name a few.
All funds raised will support survivors of slavery and at-risk communities with shelter and stability, education, healthcare and legal services, and economic opportunities.
“We are pleased that through our groundbreaking series, “Roots”, we have been able to help create and participate in a campaign that is focused on driving positive change. By reaching out to and enlisting the help of our industry partners and contacts, we are confident that we can assist Not For Sale in creating extensive awareness for this worthy cause,” Prem Kamath, deputy managing director, A+E Networks Asia, said.
“The aim of the CNN Freedom Project is to shine a spotlight on the horrors of modern-day slavery and champion those who have dedicated their lives to ending it. We are delighted to support this campaign to bring greater awareness of this critical issue to millions of people in Asia and around the world,” Tony Maddox, executive vice president and managing director, CNN International, added.