GLAA
Client
GLAA
Services
Helping the GLAA shine a light on modern day slavery through film, animation and campaign creative for UK businesses
Overview
The Gangmasters and Labour Abuse Authority (GLAA), alongside their three corporate partners, wanted to create a film on modern-day slavery in the workplace to raise awareness across UK business. We jumped at the chance to tender for this worthwhile project and were thrilled to be the chosen agency to take it forward.
Researching what media was already out there, we found that most films talked about the signs of slavery, but crucially very few discussed what you should do once you have decided to take the next step to ensure the safety of everyone involved. This became our starting point for the creative concept.
Scripts and Stories
It was vital that the story engaged the viewer but also stayed true to the signs and actions of both the perpetrator and victims in these cases. We worked closely with the GLAA to ensure that the script gave an authentic portrayal of exploitation, then created a detailed storyboard providing a visual representation of how the story unfolded, shot by shot. Another key consideration was to portray the story of the victims and gangmaster without assigning a nationality or language, ensuring the film could speak to the broadest possible audience without prejudice or assumption.
Pre Production
With a conservative budget and a tight deadline, strong organisation was crucial throughout. We sourced locations, cast actors, assembled the production team, arranged wardrobe and locked in the shoot dates. We allocated two days of shooting, having found a college location that could double as four or five distinct scene settings — a bedroom, a canteen, an outside car park, a manager’s office and a park. With twelve actors cast, we worked to a precise schedule to capture all eight scenes within the time available.
A Fitting Launch
The film was premiered at the GLAA’s prestigious annual conference, where stakeholders and figureheads from the UK and international business world warmly received its powerful message — giving the project exactly the high-profile platform it deserved.
Promotion
We worked with the GLAA to produce supporting marketing material for the launch, including 5,000 USB keys and a suite of leaflets, posters and cards distributed throughout their network.
Expanding on the Message
Following the success of the film, we were also commissioned to create an animated short to highlight the significant volumes of women, men and children around the world who are victims of modern-day slavery — extending the campaign’s reach and giving the GLAA an additional asset for ongoing awareness activity.
“It was a pleasure to work with ideate on this project. It’s great to work with a team that are so passionate about what you are trying to create and can take the brief and produce something beyond your expectations.”
Neil Court, Head of Compliance (UK)
Gangmasters and Labour Abuse Authority
The Outcome
The impact of the project spoke for itself. The film’s premiere at the GLAA’s annual conference was met with a warm reception from an influential audience of UK and international business stakeholders, exactly the kind of high-profile endorsement that gives a campaign lasting credibility. Supporting print and digital materials ensured the message travelled well beyond the conference room, reaching businesses and practitioners throughout the GLAA’s wider network.
Other Work
