MTV EXIT and rock band Simple Plan launch music video led awareness message to fight trafficking via 18 Feet & Rising, Sydney

Updated to include video. Creative Agency, 18 Feet & Rising Sydney are launching a music video led awareness message for MTV EXIT, together with Rock Band, Simple Plan.

The music video tells an emotionally charged story of children trapped and forced to work in a textiles factory somewhere in Asia. In the video, all hope looks lost until a young child worker hatches a plan. Video will be available here on Monday.

VIEW THE VIDEO

Says Dejan Rasic, ECD at 18 Feet & Rising Sydney: “Awareness of human trafficking has risen to prominence around the world in recent years and mainstream media channels are increasingly giving it a voice. Like any message fighting for attention, our goal first and foremost is to be seen by the audience we are targeting and those most at risk of being trafficked.”

18 Feet & Rising Sydney commissioned Ash Bolland from Curious Films to direct the music video.

Says Bolland: “I’m incredibly proud of what our cast and crew achieved with this music video and short film, our goal was at all costs tell a story with integrity and with the goal to help.

The team shot over three days in Sydney, turning local urban locations into Asia-specific ones. Research including photographs and footage of actual child-labour sweatshops was used to ensure the finished product reflected the conditions young kids worked in.

Says Tara Riddell: “It was always a big ask to shoot kids, action, guns and make it look and feel like Asia. It was very important to Ash that we make it look “real”, which I truly believe we achieved.”

In addition to being broadcast on MTV worldwide, the project will be screened at grass roots pop-up open-air screenings in villages across Asia. The goal of these events is to reach out and communicate to children who are most at risk.

Says Bolland: “Our little film will be played at these local events to help kids understand that these factories are not the golden ticket they are lead to believe. Matt from MTV EXIT tells me that it’s very moving when you see 800 plus kids at a pop up screening, with generators brought into these little towns and eyes wide open watching the screen.”

Curious Film executive producer Peter Grasse says he feels privileged to have worked alongside MTV Exit and 18 Feet & Rising executive creative director Dejan Rasic.

Says Grasse: “We feel proud to get behind this important campaign that highlights the devastating affect of modern day slavery.”

The music video launches on November 5th and will air globally.

Client: MTV EXIT Foundation

Editor: Peter Crombie