There are more slaves bought and sold today than at any point in human history, but few people know. Our mission, to take mounds of State Department research and explain the complicated subject of modern day slavery.
We created a web experience that asked the user to imagine their everyday from where they live to their clothes, objects and diet. The outcome is a personalized slaveryfootprint report which is calculated based on how much everything you interact with is impacted by the global trade of forced labor. Facebook is integrated and allows you to see how your slavery foot print compares to the social community.
The mobile app continues the experience by empowering the user at the point of purchase to solicit the maker of the product they are considering and ask, if the brand is aware of any forced labor practices in the supply chain of their products and ask that their products be manufactured slave free.
Responsibilities, credits, awards and
press highlights at the bottom of this page.
Initial platform layouts to final interface designs
Omid was the lead creative on this project. He worked with the agency from day one to convert binders full of data into a compelling online experience that would be engaging and informative. He co-wrote the survey experience and was responsible for the initial design and art direction of the website and mobile app. He also concepted and designed the mantra experience and user interaction. He worked with agency producers and Unit9 in art directing all final assets and user experiences leading up to launch of website and mobile app. He also designed the Made In A Free World logo and other branding elements.
Client: Made in a Free World (Call and Response)
Agency: Muh-tay-zik | Hof-fer
ECD: John Matejczyk
Sr. Art Director: Omid Rashidi
Copy Writer: Melissa Blaser
Design: Omid Rashidi
EP: Michelle Spear
Producer: Kelli Bratvold
Production Partner: Unit9
Bronze Cyber Lion
International Andy Awards
Winner of the Richard T. O'Reilly Best in Show for Public Service, Website
The One Show
Gold Pencil: Interface Design
Silver Pencil: Website, Public Service
Art Directors Club
Gold Cube, Website
Digital Awards Champion, Activism
2011 Site of the Year, Users Choice
Creative Review, UK
CR Annual, Best in book
A simple lifestyle tally reveals hidden supply chain horrors.
Building a Site to Combat Slavery
Slavery is still here.
Site of the day
New York Times
Slavery Becomes a Personal Question Online
New app finds out how much 'forced labor' fuels your lifestyle
Slavery Footprint: How Many Forced Laborers Work For You?
CNN Freedom Project Blog
What is your 'slavery footprint'?