Educating the world about slavery

Challenge: To run a cross-platform campaign to alert people to slavery in our world – and show them how we can fight it, together

CNN wanted to raise awareness of slavery and its landmark anti-slavery initiative, the Freedom Project. However, audience feedback had indicated that people felt helpless about slavery and didn’t know what they could do to help.

The team came up with the “Fly to Freedom” initiative, which asked people to make a paper airplane, write an anti-slavery pledge on it and share a photo or video of it on social media.

A promotion campaign pushed “Fly to Freedom” across CNN, CNN International, HLN and Turner social media, complemented by on-air and on-site promotion. The callout was led by prominent CNN anchors including Anderson Cooper and Christiane Amanpour.

The team partnered with anti-slavery organizations and educational establishments, who took part and promoted the initiative to their networks.

Contributions were received from all over the world, including from large group events and professional-standard films. The initiative reached millions of people through social media, television promotion, PR and partners. Most importantly, it showed people how simple choices and actions could help the fight against modern-day slavery.

Key highlights:

Linnie Rawlinson was CNN International’s Executive Producer for Specials and Features. With teams in London and Hong Kong, she led CNN’s international features team, delivering engaging, shareable content to millions of users each day that generated millions of dollars in advertising revenue each year.

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