Modern Slavery is worse than ever before in history. So why isn’t anyone talking about it?
There are 40 million people enslaved today but in an age of activism, there are less than 400k social posts about Forced Labor. The Thomson Reuters Foundation is committed to taking action against this global crisis. So we turned our attention to a market susceptible to slavery in the fashion industry: sneakers. We decided to intercept buyer habits by tapping into unboxing on YouTube, which gets 10 billion views a month, of which 62% of people watching have intent to make a purchase. We created a custom shoe with the Shoe Surgeon, then sent it to unboxer and influencer Jacques Slade (almost 1M total social followers) to unbox, discover and describe the hidden narrative within. He then shared it to his social channels, asking his vocal fanbase to comment and share.