Created by Repense, the play’s theme is “I’m Free from Slavery” and has a 360 publicity strategy
The Pan-American Development Foundation (PADF) launched a campaign that aims to raise awareness and combat slavery-like work in the state of Pará, focusing on the region of Marab, Itupiranga and Ulianpolis.
With the theme “I’m Free from Slavery”, the campaign created by Repense also aims to encourage the use of official reporting channels, such as Dial 100, a service provided by the Ministry of Human Rights and Citizenship.
The 30″ film, designed for open TV and digital broadcasting, addresses the specific roles of rural workers, who often experience forced labor, exhausting working hours, served by debts and degrading conditions.
“The Sou Livre da Escravido campaign aims to raise awareness of rural workers about their rights. Par has a big challenge in relation to deforestation and the government has made every effort to combat illegal deforestation and do so by the COP -30. The campaign is an invitation to all interested people and actors to equally commit to promoting decent work on the state’s livestock farms and having a production chain free not only from deforestation, but also from slave labor,” stated Irina Bacci , technical director of the program in Brazil.
In addition to the film, the campaign includes radio spots, OOH media and various printed and digital materials, all prepared based on interviews with rural workers.
To amplify the debate, the communication was officially launched at a press conference in the presence of the State Secretariat for Racial Equality and Human Rights (SEIRDH), the Public Ministry of Labor and the Clinic to Combat Slave Labor and the Institute of Sciences Juridical Studies at the Federal University of Pará (UFPA). Furthermore, other organizations also participated in the press conference, including the Pastoral Land Commission (CPT) and SODIREITOS, which operate in the region.
The campaign is financed by the United States Department of State as part of PADF actions in Par.
