Migrant Help / Modern Slavery

Highlighting the scale of modern slavery in the UK

The Unfair Jobs Fair

The challenge

Modern slavery is a huge, systemic issue in the UK, but there is a general consensus that it is more of an issue overseas.

The Insight

With a 33% increase every year, modern slavery is on the rise, and the market for victims is growing. There are currently an estimated 122,000 people trapped in modern slavery in the UK and, for every one person saved, another seven are expected to remain trapped in captivity.

Watch the ‘Unfair Jobs fair’ film

The Platform for Change

We took the real life experiences of people assisted by Migrant Help and used their stories to shine a light on the issue by creating the Unfair Jobs Fair, an exhibition that mimics a traditional jobs fair stand but reveals the harsh and insidious reality of modern slavery.

The fake recruitment agency at the heart of the stunt – LockedIn Recruitment – also extended to job roles posted on recruitment sites and a LinkedIn profile that appeared as a genuine organisation but revealed the shocking statistics of modern day slavery.

Three people are engaged in a conversation at a recruitment event with purple and blue branding that reads "Locked In Recruitment" and "Changing the lives of 122,000 people." One person, with his back to the camera, is wearing a black puffer jacket. The other two, a man with curly hair and a mustache and a woman with short blond hair, are standing behind a table with promotional materials.
People standing in front of a recruitment display board with the heading "Locked In" and information about roles and testimonials from individuals.
A group of people at a recruitment booth for Locked In, with a purple backdrop and information about changing lives of 122,000 people. There are staff members talking to visitors, some with backpacks and coats, at a rounded desk with promotional materials. The background features the company's logo and slogan, 'Once you're in, you're all in.'

Impact

668

Broadcast
features

345k

Social
impressions

535.4​m ​

Total potential media coverage reach

Awards and Coverage

Pinkcare Awards logo with the words 'PURPOSE AWARDS' in bold white letters on a black background.
ITV News logo in black and white with the words 'itv NEWS' in bold letters.
Bold white text saying 'BIG ISSUE' on a black background.
LIBC logo with large black letters on white background.
Black background with the BBC Radio logo in white text, featuring 'BBC' in three squares on top and 'RADIO' below.
Close-up of the word 'Recruiter' in bold white letters on a black background.
White text on black background reads 'TIMES RADIO'.
Black and white logo with the word 'Magic' in bold, stylized font above the word 'RADIO' in uppercase letters.

The campaign was a finalist at the Purpose Awards in the Best Use of Creativity category. It was covered across the media, including features on itv news, BBC Radio and in the Big Issue. It was also picked up by the HR press including Recruiter and HR News.

Back to the WORK overview