The Co-operative highlights jobs initiative with Anti-Slavery Day campaign

David Prior's picture

The Co-operative has launched a new campaign to raise awareness of modern slavery and highlight its "Bright future" initiative, which offers employment to modern-slavery survivors.

The programme, which the Manchester-headquarted brand launched last year in partnership with the charity City Hearts, offers victims a four-week paid work placement leading to a non-competitive interview. If both elements are successful, the candidate will be offered a permanent job within the host business.

To date, 15 companies and 20 charities have signed up Bright Future and more than 50 vulnerable survivors are being given a chance to rebuild their lives. It is envisaged that up to 300 will secure placements through the Bright Future programme by 2020.

The ad will appear in the Daily Mail on Anti-Slavery Day

To coincide with Anti-Slavery Day, the Co-op has produced a full page monotone press ad that plays on the Bright Future name. The wording “The victims of modern slavery are coerced, trapped and exploited but we are working hard to give then a bright Future” starts in grey on a black background and gradually gets lighter until the word “brighter” is in brilliant white.

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 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 programmer 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.”

Initially the ad, which was created by the Co-op’s in-house studio, will appear in the Daily Mail on Anti-Slavery Day, October 18th.