HISTORY ASIA, NOT FOR SALE and CNN INTERNATIONAL launch online campaign in Southeast Asia to raise awareness about modern slavery

Not for Sale, a San Francisco-based NGO, in partnership with HISTORYTM Asia and the CNN Freedom Project, today announced the launch of the #BuyOutSlavery campaign. Created to raise awareness about modern slavery through an online social movement across Singapore and other parts of Southeast Asia, the campaign will be promoted throughout Southeast Asia’s most popular e-commerce websites. The campaign is inspired by the upcoming HISTORYTM Asia premiere of programing event, “Roots”, on 31 May, 9pm.

The #BuyOutSlavery campaign aims to shine a light on the plight of enslaved individuals today and expose shoppers across Asia to the reality and prevalence of modern slavery. While shopping on participating sites, consumers will be encouraged to contribute to liberating modern-day slaves by making a donation to Not For Sale and also by sharing their actions online. All funds raised will support Not For Sale in their efforts to provide survivors of slavery and at-risk communities with shelter and stability, education, healthcare and legal services, and economic opportunities.



According to David Batstone, (Founder and President, Not For Sale), “The impetus for this campaign came from the upcoming premiere on HISTORYTM Asia of “Roots,” a multifaceted, compelling and emotional story about the triumph of the human spirit, about identity, family, dignity and courage - seen through the lens of slavery-era America. Slavery in those historical terms no longer exists. However, modern day slavery is very much alive in all corners of the globe.”

Slavery is an ever-growing blight on humanity that must be eradicated. There are over 30 million slaves in the world today, the highest number in the history of mankind. Men, women, and children are sold into this $150 billion industry where they are exploited for sex and labour. Slavery is present in almost every supply chain in every industry today including food, electronics, vehicle and apparel manufacturing. Creating awareness of this atrocious problem is the first step in conquering it.


“We are pleased that through our groundbreaking series, ‘Roots’, we have been able to help create and participate in a campaign that is focused on driving positive change. By reaching out to and enlisting the help of our industry partners and contacts, we are confident that we can assist Not For Sale in creating extensive awareness for this worthy cause.” said Prem Kamath, (Deputy Managing Director, A+E Networks Asia).

“The aim of the CNN Freedom Project is to shine a spotlight on the horrors of modern-day slavery and champion those who have dedicated their lives to ending it. We are delighted to support this campaign to bring greater awareness of this critical issue to millions of people in Asia and around the world,” added Executive Vice President and Managing Director, CNN International, Tony Maddox.

Passion for online shopping is on the rise and plays a key role in the lives of Southeast Asians. By using these e-commerce sites, the campaign educates the audience about the products they are buying and what to look out for. Brands and celebrities are lending their names, people and resources to the cause.

Visit buyoutslavery.com to find out more on how you can make a difference to the lives of these modern slaves. To join the conversation, head over to HISTORYTM Asia‘s Facebook page (facebook.com/HISTORYasia ) or #BuyOutSlavery.

Based on Alex Haley’s 1976 novel, “Roots” recounts the journey of one family and their will to survive and ultimately carry on their legacy despite hardship. The original series aired in the United States and around the world in 1977 to massive audiences. Developed by HISTORYTM,the new series boasts a stellar cast of award-winning actors. The eight-hour event miniseries is distributed internationally by A+E Studios International.
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