Research and analysis

Modern Slavery marketing campaign evaluation report

An evaluation of the Home Office's 2014 marketing campaign to raise awareness and increase reporting of Modern Slavery in the UK.



Modern slavery is an international and largely hidden crime, which is happening on a significant scale here in the UK. The government is committed to tackling it and in 2014, the Home Office launched its Modern Slavery strategy. This included a marketing campaign to raise awareness of slavery in the UK and increase reporting of it to a new helpline and website.

This report evaluates the effectiveness of the marketing campaign against its objectives.