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Case Studies


MTV ‘Anti-Slavery’ campaign

MTV ‘Anti-Slavery’ campaign

Best practice from JWT.

Modern day slavery is big business. According to the UN, 27 million people can be classified as slaves.

But does big business have a conscience?

In October 2007, big names working in the City of London received an e-mail promising a “hot new investment.”

With the e-mail was a link to

The company appeared to be investing in slave or forced labour.

At the same time footage appeared on various websites of an interview that appeared to have taken place on a financial TV channel.

As well as YouTube and MetaCafe, the video was posted on other community sites without any explanation.

To find out how JWT’s clever use of social media delivered awareness of the important issue of slavery for MTV click the video link below.

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