Call and Response, US Department of State: Slavery Footprint

The US State Department sought to raise awareness of modern day slavery with this campaign that invited people to take a survey and find out "how many slaves work for you".

Call and Response, US Department of State: Slavery Footprint

MUH-TAY-ZIK|HOF-FER San Francisco

Advertiser: Call and Response, US Department Of StateBrand: Call and Response, US Department of StateCountry: USA

Objectives

We set out to raise awareness of global modern day slavery. The US State Department had compiled the likely slavery quotient in hundreds of product categories and wanted us to create a survey so people could ascertain their own impact on the slavery.

The goal was to get 150,000 users to take the survey within one year. But how could we make it relevant?

Strategy

Our...

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