WE HELPED CREATE A MOVEMENT AROUND A PROBLEM THAT MOST PEOPLE THOUGHT WAS EXTINGUISHED 150 YEARS AGO.
A human slavery coalition approached V&S to create awareness of modern day slavery—something many of us didn’t even know to be problem. Turns out, there are 27 million people currently enslaved around the world. And it was our job to make sure people, especially young people, knew it. But with the cause-fatigue that perpetuates social media and preachy PSAs that quickly become parody, we realized we needed more than a campaign. We needed a movement. So, we made one. We named, branded and ultimately launched the End It Movement to the world on January 1, 2013. Using print in USA Today, a storm of social media, recruiting tactics and an icon to rally behind, we made college students our advocates and watched the movement spread from there. Our work was not only covered on CNN, but also helped the End It Movement earn millions in donations to help shine a light on slavery.