Background and context
The Thomson Reuters Foundation, the philanthropic arm of global data firm Thomson Reuters, has a large presence in brand activism. The majority of its efforts focus on the under-reported issue of modern day slavery, an illegal economy which generates an estimated $150 billion in illegal profits annually. There were an estimated 40 million slaves worldwide in 2018—75% of them forced laborers. Reuters’ mission was to shed light on a largely unknown issue and open consumers’ eyes to slavery in the worlds of fashion, beauty, and tech commerce.
Campaign objectives
The main objective was to raise awareness and...