What Good Looks Like: A Social Media Analysis of Made-in-a-Free-World


Human trafficking is a $32B per year industry, involving more than 29 million victims. As you can imagine, there are more than a handful of people and organizations who are extremely pissed off about this injustice. When it comes to the slew of non-profits and NGOs fighting human trafficking, you can’t go far without bumping into the folks at Made In A Free World. Let’s start with their brilliant slavery calculation website http://www.slaveryFootprint.org, which is an incredibly innovative tool providing a dynamic assessment of the number of slaves that were employed to support the good and services YOU own today. Then there is MIAFW’s public action site, http://www.chainstorereaction.com which has helped thousands of individuals send hundreds of thousands of letters to major businesses such as Microsoft, Starbucks, Intel, and thousands of others about their slavery practices– with responses of those organizations then being “graded” and tracked publicly. Both of these innovative services appear to be the product of content creators and activists at MIAFW. This group represents themselves as the formation of concerned business and individuals who have banded together under the shared mission of ending modern day slavery. Considering the fact that MIAFW is far more advanced than most of the other players in this space, our team at Slavery Stops Now has elected to examine a few critical areas pertaining to their social media strategy:

1. Does it look like they follow a social media content calendar?

Yes, it is clear that they are staying on top of their social media presence with a regularity that is far from random. There is a clear cadence of public awareness campaigns, events, original content, sharing of others’ content, and then the ever-present call to have followers fill out their slavery footprint survey or watch their movies, such as “Call + Response” or “I’m with Lincoln”.

2. How many people contribute to the social channels?

It is unclear whether more than one individual from their organization is contributing to their social media presence. On the MIAFW website, the bio page only goes into detail about their CEO, Justin Dillon… and with a resume like that, who can blame them! Their tweets, Facebook posts, and YouTube video contributions are all made by the organization itself, without specific attribution to a particular employee of the organization. Considering the crossover of consistent messaging between Facebook and Twitter, I would say that each of these posts is being done by one very talented-yet-busy senior marketing person in charge of their social media content posting. On the creative side of their contributions, it is clear that MIAFW has a very strong in-house team as well as a remarkable external network in the arts and film industry, as evidenced by the number of high quality films and YouTube videos that they have produced and the media exposure they have gotten for these pieces.

3. What is the message they are getting across?

The folks at MIAFW are clearly working to raise awareness about the reality of modern-day slavery, as well as to create public pressure on businesses to reduce or eliminate the practices that lead to it. While a good smattering of their creative content appears to be produced in-house and is quite impressive, I believe the real impact of their efforts comes from the ripple effect of the people that they mobilize in the process of driving awareness campaigns. Their call to action continues to drive downstream ripple effects throughout the twittersphere and beyond.

4. Who are they trying to reach?

It seems MIAFW truly has an omnichannel approach to reaching businesses, governments and individuals in creative and impactful ways through major media channels. According to their website, CEO Justin Dillon has been commended by multiple presidents, and has appeared on dozens of venues such as CNN, Katie Couric, Dr. Phil, MSNBC, New York Times, Glamour, Cosmopolitan, Ad Week, CBS, Fox, NPR, Washington Post, Rolling Stone, Fast Company and others. Clearly MIAFW is trying to reach anyone and everyone who will listen… and it appears to be working.

In summary, the folks at Made In A Free World seem to be doing all the right things to get their message across to an extremely broad audience. From their creative content, to their viral calls to action, all of their messaging themes flow into the seemingly relentless drumbeat of their unstoppable social media campaign. Made In a Free World is clearly doing what it take to get noticed, and is making a very positive impact, despite the fact that they are dealing with an unsavory topic that makes the average person want to head in the opposite direction…

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