| Title | WALK FREE |
| Brand | MINDEROO FOUNDATION |
| Product / Service | N/A |
| Category | B07. Not-for-profit / Charity / Government |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
| Media Placement | STARCOM Sydney, AUSTRALIA |
| Production | INFINITY SQUARED Sydney, AUSTRALIA |
| Production 2 | RUMBLE STUDIOS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Jason Williams | Leo Burnett Sydney | Chief Creative Officer |
| Andrew Fergusson | Leo Burnett Sydney | Executive Creative Director |
| Nigel Clark | Leo Burnett Sydney | Creative Director |
| Adrian Ely | Leo Burnett Sydney | Creative Director |
| Megan Smith | Leo Burnett Sydney | Copywriter |
| Daniel Stewart | Leo Burnett Sydney | Art Director |
| Belinda Drew | Leo Burnett Sydney | Chief Client Partner |
| Gemma Cox | Leo Burnett Sydney | Business Director |
| Abbie Dubin-Rhodin | Leo Burnett Sydney | Strategist |
| Lucy Appleyard | Leo Burnett Sydney | Producer |
| Alan Harca | Infinity Squared | Director |
| Mel Reardon | Infinity Squared | Producer |
Rather than revealing the topic upfront, the videos would seamlessly fit into people’s suggested video feed and searches, reaching engaged audiences during their digital downtime rather than becoming another part of their passive doom scrolling.
There are some lives you don’t see on your social feed. According to the newly released Stacked Odds Report from Walk Free, 1 in 130 women and girls are living in modern slavery around the world--a higher than any other point in history--making it one of the greatest feminist issues of our time. Our task was to raise awareness of the report and this troubling statistic in order to create a groundswell of public support for large scale action against the modern slavery of girls and women that Walk Free could leverage in conversations with government and industry bodies around the world. Our solution was to create a series of films that mimic and subvert popular YouTube formats that would draw in viewers before revealing the insidious nature of modern slavery.