Unboxing the Truth

Today there are 40 million slaves globally. Thomson Reuters Foundation is a leader in combatting slavery but wanted to generate a groundswell among consumers. We created products in slave-prevalent industries from scratch—shoes (fashion), makeup (beauty), headphones (tech)— with hidden facts symbolic of the hidden issue. Then sent them to top influencers to unbox – a phenomenon 1 in 5 people on YouTube are watching– during NBA Finals, Cyber Monday and the holidays. $0 spent on media. 16 million+ impressions. Increased Forced Labor conversation 50% on social. Increased site traffic 142%.