|Title||BUY OUT SLAVERY|
|Brand||A+E NETWORKS ASIA|
|Product / Service||'ROOTS' TV SERIES|
|Category||A05. Media & Publications|
|Entrant||GOVT SINGAPORE Singapore, SINGAPORE|
|Idea Creation||GOVT SINGAPORE Singapore, SINGAPORE|
|Media Placement||GOVT SINGAPORE Singapore, SINGAPORE|
|Production||GOVT SINGAPORE Singapore, SINGAPORE|
|Aaron Koh||GOVT||Executive Creative Director|
|Katherine Khor||GOVT||Associate Creative Director|
|Louis Li||GOVT||Art Director|
|Anand Daniel||GOVT||Account Director|
|Jolene Mok||GOVT||Senior Account Executive|
|Alan Ng||A+E Networks, Digital||Webmaster|
|Tan Zi Jie||A+E Networks, Digital||Community Management|
|Jeremy Seow||ZENO||Managing Director|
|Teo SueAnn||ZENO||Program Manager|
Slavery is not just a thing of the past, or something that only happens in shows. To raise awareness of modern slavery, we decided to put up 'slaves for sale' on dozens of partnered fair trade e-commerce sites. By making a powerful statement about slavery (both historical and modern) through online shopping, customers were confronted with the unseen truth of fast fashion and unethical labour practices.
In partnership with The CNN Freedom Project and Not For Sale, our partnered NGO, we put up 'slaves for sale' on more than 40 of our partnered fair trade e-commerce sites. To support the campaign, shoppers could add a slave to cart and checkout, with $1 of each online transaction going to Not For Sale. By sharing their purchases on social media, even more people were directed to a microsite that housed information about the campaign, how people could support it, as well as details of the show. 70 celebrities in the region lent their voice to the cause, amplifying our campaign and spreading awareness of the show even further.
Partnered e-commerce site traffic increased by 84%, while the content shared from these businesses reached more than 30 million people, generating 50 million impressions, and raising $54,667 for our NGO within 3 days of the campaign - funds that went to building local economies and fair trade business ventures in the region. Through the campaign's awareness, Roots debuted as the no.1 show in its time-slot in Asia, garnering views 512% higher than primetime average. HISTORY channel (through A&E Networks USA) will be implementing the campaign in USA, Germany, Hong Kong and Philippines, with more countries to follow.
You can't make people watch a show they don't care about. As a story taking place during historical slavery in America, 'Roots' is a niche and highly contextual show for an Asian audience (age 20-45). So to make the show matter, its themes of slavery had to hit closer to home, through a medium the region is extremely familiar with, and one that we all use every day – online shopping.