Walk Free International are an Anti-Slavery Advocacy Organisation, aiming to increase awareness of modern-slavery and fund innovative methods to force the companies that engage in it to change their behaviours. This computer game manufacturer, Nintendo, whose consoles and games are made from certain minerals, the origins of which are at times linked to modern slavery.
Trade Creative scripted, cast and produced a character Mario, in which he and his brother Luigi escaped their game world to visit planet irresponsible use of “conflict minerals”. The film was directed by YouTube sensation Michael motion graphics and dead-pan humour.
The finished film garnered in excess of 100,000 online hits and invited viewers to play a game in which they learned more about the campaign. A secondary video encouraged real life Nintendo fans to dress up as Nintendo characters and visit stores to demand the company change their behaviour. The international day of action saw Nintendo increase vetting processes on mineral supply chains.
December 6, 2016