Modern slavery marketing campaign evaluation report

This document describes the evaluation of a modern slavery marketing campaign conducted by the UK Home Office in 2014. The campaign aimed to raise public awareness of modern slavery, improve understanding of its various forms, and encourage reporting through a new helpline and website. The evaluation used a comprehensive methodological approach, including an independent survey by Ipsos MORI, media metrics, and feedback from stakeholders. Results indicated that the campaign reached 93% of UK adults and successfully increased awareness and understanding of modern slavery, as well as willingness to report suspicions. The TV adverts were particularly effective. However, the impact on referrals to the National Referral Mechanism was unclear. The evaluation concluded that the campaign was successful in achieving its objectives, with recommendations for future campaigns to include more shareable social media content and extended campaign periods. Creative materials such as TV and online adverts, as well as media partnerships with The Telegraph and Daily Mail, were integral to the campaign's strategy. **This summary was written by an AI model and therefore should not be considered a definitive summary of the report. If you are aware of inaccuracies, please email evaluation.registry@cabinetoffice.gov.uk.**

Description

• Lead department: Home Office (Home Office)
• Evaluation stage: A complete evaluation report
• Other departments: No other departments listed
• Evaluation types: Impact evaluation
• Impact methods: Generic research method
• Grant information: This intervention is not distributing funding via a grant
• Government Major Project information: This intervention is not a major project
• Policies: No policies provided

Event Dates

• Event Name: Publication of final results
• Event date: July 2015

Evaluation Costs

• Cost: Not provided

Evaluation sharing

• Link(s) to published report(s): Yes
• Links to evaluation plans: No link provided
• Findings: Not provided
• Permission to share confirmed: Yes