Campaign details

Brand: Hagar International
Brand owner: Hagar International
Lead agency: DDB Group Hong Kong
Country: Hong Kong
Industries: Charities & voluntary organisations
Media channels: Content marketing, Events & experiential, Online video, Public relations, Social media, Websites & microsites
Budget: No budget

Executive summary

Sometimes, the most impactful message may come from the most innocuous of places. This was the case for humanitarian non-profit organisation Hagar International, which needed to drive awareness towards the global issue of slavery. Yes, the year was 2018 and slavery was still, and is still, a thing. In fact, at US$90, a slave is cheaper now than at any other time in history. For most people, while the issue of slavery is concerning, it is simply too distant to stick. It's perceived as something happening far away, in a third-world country, and difficult to relate to.