Co-op Group ad to raise awareness of modern slavery on Anti-Slavery Day

In 2017 the retailer launched the Bright Future programme with charity City Hearts to provide employment for victims of slavery

The Co-op Group has launched an advertising campaign to highlight the importance of fighting modern slavery.

Last year the retailer, working with charity City Hearts, launched the Bright Future programme to provide employment for victims of slavery.

The ad was created by the Co-op’s in-house studio

As part of the programme, survivors are offered a four-week paid work placement. At the end of this period they have a non-competitive interview. Providing they are successful, they are offered a permanent job within the host business.

So far, 15 companies and 20 charities have signed up to Bright Future, offering more than 50 survivors a chance to rebuild their lives. The scheme is expected to provide 300 placements by 2020.

To mark Anti-Slavery Day tomorrow (18 October), the Group is running a full page monotone press ad about the Bright Future programme.

“The victims of modern slavery are coerced, trapped and exploited but we are working hard to give then a Bright Future,” reads the ad, which will appear in the Daily Mail.

Related: Co-op Group wants Modern Slavery Act strengthened to ensure compliance

Helen Carroll, director of Co-op Brand, said: “Our research shows that one in five remain totally unaware of modern slavery and the impact it is having in towns, cities and even rural areas across the UK at this very moment

“That is why, together with City Hearts, we devised the Bright Future programme, which gives victims a chance to re-build their lives.

“However, we believe that by harnessing the power of the Co-op brand we can also help to raise awareness of this heinous crime.”

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