Eliminating modern slavery by mobilizing all stakeholders to demand slave-free products guaranteed through the use of blockchain technology. Get to know them and see how you can get involved.


slavefreetrade logo

Brian Iselin, Founder at slavefreetrade

Brian Iselin, Founder at slavefreetrade

Helen Burrows co founder slavefreetrade

Helen Burrows, co-founder at slavefreetrade

About slavefreetrade

The harsh truth is that more than 45 million people are trapped in slavery today and 71% of businesses admit there is probably slavery in their supply chain.

slavefreetrade’s mission is to eliminate modern slavery by mobilizing all stakeholders to demand slave-free products guaranteed through the use of blockchain technology. They envision an equitable, just world in which no children, women or men are trafficked, forced or bonded to work.

Why we love slavefreetrade

An organization is a group of people. We’ve had the pleasure to talk multiple times with the founders of slavefreetrade and it’s hard not to fall in love with their passion and dedication. They’re great at mobilizing people and getting things done. If someone can tackle this immense and urgent problem, it’s them.

We will, of course, continue to support them in many ways. You can too.

Ambition and how you can help

Brian, Helen, slavefreetrade’s board members and the team are doing an amazing job at creating the first verification framework dedicated to eliminating slavery in business supply chains.

You can help by giving advice in the comment section below, by volunteering or by donating to their cause.

 Examples of volunteering opportunities at slavefreetrade

  • HR-manager
  • IT administrator
  • Copywriter
  • Graphic Designer
  • Social Media Coordinator
  • Film Maker

 Examples of advice needed

  • PR/Marketing:
    To achieve our ambitious mission, we urgently need PR/marketing strategies and campaigns that reach a global audience.
  • Legal:
    We would love to connect with anyone who can advise on our legal work, especially Swiss law.
  • Metrics:
    We need advice on developing a methodology to evaluate and score data from anti-slavery audits.
  • 5-second test: we would like to optimize the clarity of our homepage by measuring first impressions. Go to, have a look at the homepage for 5 seconds, come back and write down your first impressions (what you still recall, look & feel, etc.).

Show your skills. Build a better future.
Give advice below.


  1. LIlian Sue November 4, 2017 at 12:48 am


    I know you’ve gotten some great insight on here so far regarding PR/content marketing. I’d like to add to that by suggesting that you take it one step further by interviewing those who have previously had to work in slave labor in fashion, manufacturing and other areas and creating a video interview series for your blog. Get the other side of it by speaking to ethical fair trade businesses and entrepreneurs about what they do in fashion, coffee/chocolate that’s different and you could also start running fundraising campaigns surrounding the issue of child slave labor by looking at partnering with one of these brands and having some of the proceeds of sale of their products go towards your foundation. Here’s an example for you:

    These interviews and fundraising initiatives would make for some great organic content to use to promote the organization via social media. In time, you may be able to build a great press room that includes media interview, the blog and personal stories, thereby building a brand journalism presence for your organization.

  2. Micheal Brennan October 25, 2017 at 2:16 pm

    I think that in terms of pr/marketing you could gain a lot of ground by focusing on Content marketing. You have the opportunity to create new content every day, whether it’s videos of what you see, or articles that delve deeper into exactly how much slavery is involved in Western Business supply chains. Tell a story. Showcase one person.

    I think that if people knew how much this goes on they would act, because to be honest I didn’t know about this until I checked out your website.

    Content can be relatively inexpensive to create and to promote, as a result you can get in front of a large audience without a huge budget.

    Here are some resources to get started.

  3. andreashukis October 12, 2017 at 12:57 am

    Great start at creating a compelling home page, beginning with the very human face and expression! Great visual communication, but tell me more. I’m immediately curious and you have my attention.–what is this site about? Since you only have seconds to capture viewer attention and action, I’d tell people what I do and what I want them to do earlier. This is your site’s most valuable real estate, so make it scream. How?

    1) Strengthen the headline with a stronger statement
    2) Move the 2 key statistics you currently show below the fold to above the fold–they are great proof points. Either by reducing the size of the image or by including it in that area.
    2) What do you want people to do? That needs to be above the fold as well. You cannot assume people will scroll down if you don’t grab them right away. Make it obvious.
    3) Then, add more content to tell them more, so they can continue to learn more as well as how to help if they are interested. This content should tell the fuller story.
    4) Lastly–Not sure why the 2 statistics on home page have the word SOURCE next to them, without just referencing the actual source there? Is it a placeholder? It’s confusing, and ideally you want viewers to spend time on your message and not trying to figure UI things out. The better the user experience the more likely you are to get the results you desire.

  4. francisco.rubin October 2, 2017 at 1:29 pm

    Great first impressions. I like that the image was very clear and relevant to what you do. I also like the stats below the fold of the page.

    My attention gets drawn to “sign up to join the movement”. But if I scroll down, there’s the same message. Maybe delete one of them or write a different message?

    The first action I want to take on the homepage is click “what we do” to find out what you do and how you are collaborating.

    On the “principles” page. I scanned the page to find out what you do but it wasn’t very clear. Maybe think about how you could make it a bit more concrete?

    Overall, I like the website.

  5. Patrick Whatman September 14, 2017 at 6:25 pm


    Personally, I’m a little turned off by the “business speak” language used here: “Eliminate modern slavery by mobilizing all stakeholders to demand slave-free products guaranteed through the use of blockchain technology”

    “Stakeholders” = companies (?) and/or governments (?)
    “Blockchain technology” is also not particularly clear.

    After some clicking around on the Slavefreetrade website, I see that the main plan is create a certification which companies can earn for ethical practices. That’s great! I think it needs to be front and center.

    I would also explain more clearly what you need from the reader. “Join the community” is nice, but how does me joining a community help you achieve your goals? With so many charities in the world competing for attention, money, and signatures, I think you need to show exactly how the reader will contribute. “We need 10,000 signatures for XYC.” People need to see goals and signposts along the way (this is why Kickstarter etc work so well).

    Finally, is Slavefreetrade spelled with a capital S or a small one? It’s not consistent on the Globalowls homepage.

    • Raul Tiru September 14, 2017 at 7:07 pm

      Hi Patrick, Thank you for taking the time for leaving some quality advice. I fully agree that slavefreetrade could win a lot by figuring out how their community can help them reach their goals and by inspiring them to take a clear action.

      I too had a lot of questions when landing on slavefreetrade’s homepage for the first time. Questions like: what do you exactly do, why will your solution work, how can I help, how far are you in reaching your goals, etc. I could find a lot of information by clicking through to other pages, but that’s not ideal. The most important information should be clear on the main pages.

      Last: slavefreetrade is spelled with a small “s”. It’s my mistake that it’s with a capital “S” on Global Owls’s homepage. I’ve changed it of course 😉

  6. Serena Star-Leonard September 14, 2017 at 6:18 pm

    Hey everyone – thank you so much for the advice! We are in urgent need of some skilled volunteers to help us with PR and Marketing and launching our consumer campaign. If you or someone you know has the skills and the time to help us please get in touch! Our volunteer page is at:
    Thank you!!

  7. JerĂ´me NaglĂŠ September 7, 2017 at 8:17 pm

    Globalowls – slavefreetrade page
    – Using icons or titles at the ‘Examples of advice needed’ section
    – Hover states on social media icons
    – More line-height between your paragraphs. Under the heading ‘slavefreetrade’s vision’ for example

    slavefreetrade website homepage
    – Replace logo with a more qualitative image
    – Vertical align menu items inside menu bar
    – More horizontal padding between menu items. doesn’t look consistent
    – Images under ‘slave made goods are everywhere…’ are too loud in contrast(use another background?)

    • Raul Tiru September 7, 2017 at 8:28 pm

      Hi JerĂ´me,
      You have great eyes. I changed what you suggested and indeed, it looks much better. Thank you.
      Looking forward to hearing more from you.

  8. Raul Tiru September 3, 2017 at 3:00 pm

    Website Development

    What I miss on the website is a clear action. The only real action I can take is to sign up for the newsletter to receive emails from time to time with developments. I would think about: “how your visitors could help you achieve your goals” and try to convince visitors to take that action. For instance: Embed a message and let people share it on their social media.

    I think https://www.behindthebrands… does a very good job at utilizing their visitors’ strengths to achieving their goals. Go through their on boarding flow and get inspired!

  9. Raul Tiru September 3, 2017 at 2:59 pm


    Here we go. The very first piece of advice.

    Let’s start with a grant of $10,000 USD of in-kind advertising every month from AdWords, an online advertising solution from Google.

    Go to: and follow the steps to get started. The entire process will take some time but it’s well worth it! If you need help with setting up ads in AdWords, let me know and I’ll get you started.

    • Serena Star-Leonard September 14, 2017 at 6:17 pm

      Thanks yes we are working with an ads volunteer to help us gain the Adwords grant 🙂

  10. MichaelVuong September 3, 2017 at 2:42 pm

    Copy Writing/content:

    The information on the website is good, but at the moment it is currently too focused on facts. Creating blog or videos that put the emphasis on the emotional side of people could potentially have a better impact. This can be done by doing interviews or a “profile” on those who suffer from slavery. It will make it a little bit more personal for the reader. Maybe a story about certified companies helps in the sense that it puts them in a positive spotlight (it gives encouragement towards other companies in the industry).

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