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Equiano raises £10,000 for anti-slavery charity

African and Caribbean rum brand Equiano has raised more than £10,000 (US$11,921) in partnership with international human rights charity Anti-Slavery International.

Equiano is inspired to build a brand which aligns with the values of justice and equality

The Equiano Rum Co first partnered with Anti-Slavery International in January 2021.

Over the last year, the funds are said to have help change the lives of thousands, and pushed for legal changes that protect vulnerable people.

The brand has also worked closely with the charity to facilitate content creation, marketing and advertising to underpin the campaign and raise awareness of the charity’s vital work.

In a pledge to continue the support, education and training for people born into, and forced into, slavery today, Equiano Rum has helped to strengthen Anti-Slavery International’s core work whilst ‘going beyond the pour’ to celebrate the historic legacy of Olaudah Equiano, the brand’s namesake.

Equiano was a prominent abolitionist who was kidnapped and enslaved through Transatlantic Slave Trade in the 18th century. Equiano is said to have paved his way to liberation through selling puncheons of rum. His actions brought to life the values of the brand, resonating and demonstrating its core beliefs and united approach to making a difference in the world.

The partnership with Anti-Slavery International has helped the brand realise its aspirations and is one of the many ways it intends to celebrate and continue the history-shaping work of Equiano.

The brand’s first activation of this kind was timed to coincide with International Day for the Abolition of Slavery on 2 December 2021, and saw the rum brand join forces with distributors, bars and retailers across the world for a fortnight long campaign to raise money and demonstrate how each part of the business can work together with the goal of doing business better.

For every rum sold through, £2 or US$2 is donated to Anti-Slavery International on a quarterly basis.

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