THE FREEDOM PARTNERSHIP
How our purchases support slavery
The Freedom Partnership was a collaboration between the Salvation Army (or ‘Salvos’ in Australian vernacular) and a high-profile law firm. It’s sole purpose is to address modern slavery.
Slavery is covert. People who end up in slavery are likely to already be disenfranchised, are sometimes blackmailed into subjugation and are unlikely to have social support to turn to for help. The prevalence of slavery in the products we buy is very likely underestimated.
Even as a conscious shopper, it’s impossible to monitor the suppliers to a brand, or the suppliers to the suppliers. We should assume that slavery is involved in many of our purchases.
This idea is difficult to confront. Especially if you’re a company manufacturing products that may rely on this injustice.
Ahead of new legislation demanding that large Australian companies rid their supply chains of modern slavery, The Freedom Partnership wanted to send a brochure outlining the issue and the need for compliance. They came to Chello.
We thought that for a topic of this importance, a brochure wasn’t enough. Our talented designer came up with the idea of a poster that could be displayed, and would be folded in a style that piqued curiosity and forced people to engage.
“58% of people held in slavery are in just five countries: India, China, Pakistan, Bangladesh, and Uzbekistan. These countries produce many goods in Australian-owned supply chains.”
The result is this haphazard and disorienting poster that demands attention. The colour palette was restricted and paired with hand-drawn illustrations to contrast severity with vulnerability.
“Multi-tiered supply chains are at risk. Tier one suppliers may be able to assure that no slavery is involved in their own manufacturing. However, the same may not hold true at lower tiers.”
I rewrote the copy to make the language plain and sharp to match the seriousness of the subject. I also broke up the text to be read in small ‘chunks’ and in any order, so that as a reader unfolded it they would glimpse the systemic issues in play. It adds up to a story where, even if you only see one part of the system, you still get the whole picture.