Hidden in Plain Sight
The Salvation Army provides specialist support through a Government contract to victims of modern slavery to help them begin to recover from their devastating experiences of being exploited. We are therefore passionate about raising levels of awareness and understanding to help people be alert and able to respond to the signs of slavery happening all around them.
We want to ensure our resources are channelled as much as possible to the direct support of vulnerable people. We were therefore delighted when director Alex Haines with the Fat Lemon team, approached us offering pro bono support to help us spread the message in a compelling, and cinematic way. Hidden in Plain Sight was the result.
This freed up resources to supplement organic promotion of the film via our networks and social channels with targeted amplification via a two-phase paid campaign which reached more than 1,000,000 people with higher than average engagement and large numbers of people watching to the end of the film.
Modern slavery is sadly growing with more than 10,000 people being referred to The Salvation Army for support since 2011. Awareness is key to stamping it out. This film continues to be a vital asset in our armoury.
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