Fairtrade certified, Amsterdam-based ethical chocolate brand Tony’s Chocolonely, has launched its first video to raise awareness of the problems of slavery and child labour within the chocolate industry, narrated by actor, Idris Elba.
In the video, Golden Globe nominated actor Elba, who has starred in a host of Hollywood movies including Avengers and Star Trek Beyond, explains that the present situation with two million children in child labour across Ghana and Ivory Coast alone, cannot be allowed to continue.
Elba also feels a strong connection to the issues discussed in the video as explained in a press release.
Being an Englishman who is the son of a Ghanaian mother and a Sierra Leonian father, I am all too aware of the shocking inequalities between the West and Africa.
It’s an honor for me to voice Tony’s powerful manifesto against exploitation. I really believe chocolate can be a powerful force of change and I see this collaboration as a first step to doing more great work together.Idris Elba, actor
The film explains Tony’s mission to end exploitation of cocoa farmers, juxtaposing the fairness we take for granted in Western culture with the inequality in West Africa’s cocoa supply chains, where there are over 30,000 cases of modern slavery and over 2 million cases of illegal child labour.
The video ends on an upbeat note, with the full cast coming together: a metaphor for the energy, dynamism, opportunity and potential in Africa. Chocolate can be a powerful force of change, and every chocolate fan can be part of the solution by making conscious choices.
The message is clear. The invitation is open. It’s time to raise the bar. All chocolate should be made without modern slavery and illegal child labour.
The company has started a petition on the issue: https://tonyschocolonely.com/petition