Background
Slavery still exists. Right here in Australia. People are being brought here under false pretences to be used as slaves, and others already living here are being drawn into horrifying situations. These people are being held captive, forced to work as cheap labour, domestic servants and in sexual exploitation in factories, on farms, building sites, private homes and in brothels. Human beings - bought and sold, callously.

Around 15,000 people in Australia are victims of this heinous trade. Yet, although stories occasionally hit the headlines, the public aren’t engaging with the issue. Many Australians think modern slavery is an issue that’s going on in developing countries. They don’t realise it is going on right under their noses, in all the main cities and in many rural areas of Australia.

Anti-Slavery Australia (ASA) do phenomenal work helping the victims of slavery. They needed to get the issue onto people’s radars, educate them about the depth of the problem and inform them about ways they can help. The aim was to get people to engage and get more support from the public, corporations and government. They needed an idea with real impact
and stickiness.

The Idea
The culprits don’t see their victims as human – but as items to be bought, sold, traded, used. To dramatise this in a highly engaging way, we created a supermarket on Sydney’s busiest shopping street selling a range of over 60 beautifully packaged ‘products’. Except each product was, on closer inspection, a human being, a victim of modern slavery in Australia.

Human Mart was an interactive storytelling experience, unique exhibition and teaching resource rolled into one. With its vibrant, colourful design it drew people in. When they started to pick up the products and read the stories, they realised the grim truth behind the façade.

The store staff – all specially trained ASA team members – engaged visitors in a conversation about the issue. Then, instead of buying a product, they were able to donate to ASA at the counter and take away a ‘product catalogue’ with more details, to spread the word. People who couldn’t visit the physical store could explore it online.

After its run on Oxford Street, Human Mart transferred to the University of Technology Sydney. After its run there it will be transported to locations around the country as an awareness, educational and teaching resource.

The Results

The project resulted in a 262% increase in awareness of Anti-Slavery Australia.

Awareness was a key metric - media coverage delivered over 72 million combined reach - beating our KPI by 800%.

77% of respondents agreed that Human Mart had increased their awareness of modern slavery in Australia.

83% agreed that Human Mart made them want to do more to reduce modern slavery in Australia.

Human Mart sparked the beginning of meaningful links with government ministers and corporate sponsors looking to help. Conversations are ongoing.

“We believe this is a truly brilliant way to raise awareness about all forms of modern slavery and have real impact to prevent these human rights abuses and better protect victims. This agency is inspiring. It has been a joy to work with such creative and artistic people!” Jennifer Burn, Founder of Anti-Slavery Australia

Anti-Slavery Australia - Human Mart

CREDITS

Local partners

Gold partners