The Journey of Be Slavery Free
Be Slavery Free started in 2007, inspired by a poignant anniversary: the bicentenary of the end of the transatlantic slave trade in 1808. Initially launched as STOP THE TRAFFIK in Australia, the campaign began as a one-year collaboration between the Salvation Army and World Vision. However, it quickly became apparent that the problem of slavery had not been relegated to history. Astonishingly, there were more people enslaved today than during the 400 years of the transatlantic slave trade. This realisation led a coalition of organisations to start working together to create an impactful movement to tackle modern slavery.
At that time, modern slavery was a largely unrecognised issue, with limited public awareness and few coordinated efforts to address its root causes. The problem could not be solved by one organisation or strategy alone. A collaborative and persistent approach was essential.
At the heart of Be Slavery Free lies a belief in the power of partnerships. “No single person, organisation, or strategy can end modern slavery—it must be done together” Fuzz and Carolyn explain. This principle has shaped every aspect of their work, from forming coalitions to fostering collaboration across governments, businesses, and communities.
Early efforts focused on chocolate — a product everyone recognises and enjoys. At the time, it had just been revealed that children were trafficked to harvest cocoa for the chocolate industry. The team began raising awareness, hosting chocolate fondue parties and speaking at any venue that would listen, urging chocolate brands to reform their practices. This approach helped connect a global issue with something tangible and relatable for consumers.
Be Slavery Free’s journey has evolved significantly since its inception. Initially, the organisation’s approach was to name and shame companies failing to address slavery in their supply chains. They demanded transparency and action, urging companies to trace their supply chains and take responsibility.
After years of advocacy, companies began to change. Businesses started reaching out, asking for advice and guidance on improving their practices. Today, Be Slavery Free operates on a “name and fame” approach, working alongside companies to identify solutions, implement change, and celebrating their progress. This shift has deepened the organisation’s impact and expanded its reach.
Collaboration remains central to Be Slavery Free’s work. Their shared responsibility model ensures that everyone - government, business, workers, civil society, academics, and local communities - has a role in ending modern slavery. One standout example is the Chocolate Scorecard, which engages over 200 stakeholders, including 90 brands and companies, 20 subject matter experts, and numerous universities and civil society partners from all over the world, all working together to improve practices in the chocolate industry.
Defining Wins
Throughout their history, several victories have stood out as milestones:
The Modern Slavery Act (2018): After years of advocacy, the Australian government passed this landmark legislation with cross-party support. It was a testament to the power of bringing diverse groups together to find common ground.
The Chocolate Scorecard’s Global Reach: Achieving a print media reach of 1 billion people demonstrated that Be Slavery Free was being taken seriously and driving widespread change.
The Cotton Campaign: Be Slavery Free joined global efforts urging fashion companies not to purchase cotton from Uzbekistan, where forced labour was rampant. Over 300 companies signed the pledge, including 100 from Australia. After 11 years of sustained pressure, the campaign concluded in 2022 when significant reforms were made.
Modern slavery advocacy comes with its challenges. As a relatively new human rights issue, funding is limited, and progress can feel slow. Government engagement often involves lengthy consultations and inquiries, while businesses must be convinced to act quickly and decisively. Despite these hurdles, Be Slavery Free has found ways to adapt. By fostering collaboration and focusing on measurable impacts, they’ve shown that persistence can lead to meaningful change.
Fuzz and Carolyn dream of a world where modern slavery no longer exists, and Be Slavery Free is no longer needed. But their legacy is not just about ending slavery - it’s also about inspiring a collaborative approach to solving some of the world’s most complex problems. Every time a business takes responsibility for its supply chains, a consumer chooses a product because the brand is transparent and responsible for the workers in the supply chain, or a conversation about modern slavery sparks awareness, the Kitto’s vision moves closer to reality.
Fuzz & Carolyn receiving their parliamentary passes
Be Slavery Free’s story is a reminder that real change takes time, but together, we can achieve a world where freedom and fairness are possible for all.