Projects UK Government

UK Government

Modern Slavery

This was the government’s campaign against modern slavery. Our task was to translate their key message into audio: that modern slavery can ‘easily go unseen and that only when you know the signs will it start to reveal itself.’ Our challenge was to use music as a creative device to encourage Spotify users to follow their instincts if they feel like they might be being exploited by their employer.

With Spotify UK, we targeted listeners listening to specific genres. We created bespoke-composed tracks that sounded purposefully “a little bit off” (glitches, distortion etc.). This created an uneasy, suspicious feeling intended to grab attention, highlight the feeling of something being ‘a bit wrong’, and empower users to report and take action. This campaign was shortlisted for The MediaWeek awards .

Listen to the spot

Modern Slavery - Red Apple Creative


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