Unbroken | Hagar International

This campaign ranks as one of the closest to my heart. At DDB, I led and creative directed this campaign, working closely with anti-slavery organisation Hagar International to create a shattered sculpture made in the likeness of a real survivor of slavery. This not only helped create awareness of the work Hagar does to help survivors heal from their trauma but also showed affluent donors how their contributions can make a difference to a survivor. 

Although 50 million people are enslaved worldwide, only 0.2% of survivors get the long-term help they need to reintegrate back into society. Even when survivors are freed from captivity, the material conditions they return to still render them vulnerable to exploitation. Hagar International utilised the art of Kintsugi for the sculpture, directly sent donors a Kintsugi toolkit, and invited potential donors to workshops to connect them with the survivors' stories and provide more details around Hagar's recovery efforts. 

The campaign achieved 110% of the annual donation target within four weeks, translating to 1,160 survivors now getting direct access to support and additional workshops are scheduled across four continents. More importantly, the work established an ongoing platform for the rest of the survivor stories left to be told.