The Co-op, which is helping to create hundreds of jobs for the victims of modern slavery, has launched an advertising campaign to raise awareness of the wicked crime that many believed had been consigned to the history books.
Last year the Co-op, in partnership with the charity City Hearts, launched the innovative Bright Future programme, which provides employment for those rescued from slavery.
The programme offers victims a four-week paid work placement leading to a non-competitive interview. If both elements are successful, the candidate will be offered a permanent job within the host business.
To date 15 companies and 20 charities have signed up Bright Future and more than 50 vulnerable survivors are being given a chance to rebuild their lives. It is envisaged that up to 300 will secure placements through the Bright Future programme by 2020.
To coincide with Anti-Slavery Day, the Co-op has produced a full page monotone press ad that plays on the Bright Future name. The wording “The victims of modern slavery are coerced, trapped and exploited but we are working hard to give then a bright Future” starts in grey on a black background and gradually gets lighter until the word “brighter” is in brilliant white.
Helen Carroll, Director of Co-op Brand said:
“Our research shows that one in five remain totally unaware of modern slavery and the impact it is having is having in towns, cities and even rural areas across the UK at this very moment.
“That is why, together with City Hearts, we devised the Bright Future programmer which gives victims a chance to re-build their lives.
“However, we believe that by harnessing the power of the Co-op brand we can also help to raise awareness of this heinous crime.”
Initially the ad, which was created by the Co-op’s in-house studio, will appear in the Daily Mail on Anti-Slavery Day 18 October