12/14/2011 Google.org Joins the Fight to End Modern-Day Slavery with Grant to GoodWeave® USA
For Immediate Release
Contact: April Thompson, Director of Marketing and Communications
Google.org Joins the Fight to End Modern-Day Slavery with Grant to GoodWeave® USA
December 14, 2011 -- Today Google.org announced a grant to GoodWeave as part of its first-ever dedication of funds to support the global fight against human slavery. In recognition of GoodWeave’s nearly two decades of leadership in the modern abolitionist movement, Google is supporting its market-based model to eliminate child labor from the handmade rug industry.
The two-year grant will primarily support GoodWeave USA’s One in a Million awareness campaign, estimated to reach 75 million consumers annually with the message that one rug purchase can impact one enslaved child. The campaign draws its inspiration from the estimated one million children exploited in the carpet-making industry when GoodWeave began its work in 1994. GoodWeave has helped reduce the incidence of child labor in South Asia’s handmade rug industry by 75 percent.
This funding from Google is the financial cornerstone of GoodWeave’s new strategic growth plan, which will stimulate consumer demand for GoodWeave certified child-labor-free rugs, leading to 7 percent global market share by 2013. For every market share point achieved, 1,750 children are liberated or deterred from servitude and 550 additional children are offered educational opportunities. Over the next two years, this grant will enable GoodWeave to directly touch the lives of some 14,000 “carpet kids.”
“By providing such substantial support for our work, Google is helping GoodWeave achieve its vision: to make the carpet industry child-labor-free by 2018,” said Nina Smith, GoodWeave USA’s Executive Director, “and provide a working model for other sectors addressing child labor and other human rights abuses to adopt.”
This grant announcement caps a milestone year for GoodWeave. The U.S. market share for certified rugs increased 48 percent, due in part to a new partnership with Macy’s. GoodWeave also expanded its work to Afghanistan—the most dangerous place for a child to be born. Meanwhile, the organization cared for and educated over 1,500 at-risk and rescued children, including Kusum, who was sold for $14 to work in a carpet factory. Kusum’s story was featured on CNN International’s year-long Freedom Project, which aired three episodes on the GoodWeave model.
About GoodWeave USA
GoodWeave is ending child labor in the handmade carpet industry by inspecting weaving facilities, providing rehabilitation and education to former and at-risk “carpet kids,” and building a marketplace that refuses to purchase slavery-tainted goods. Through the sale and certification of nearly 8 million child-labor-free rugs worldwide, GoodWeave has helped reduced the number of child laborers in the rug industry from one million to 250,000. GoodWeave has provided more than 10,600 children in weaving communities with an education and other life-changing services. The GoodWeave label is the best assurance that no child labor was used in the making of a carpet or rug. Major institutional funding support is currently provided by The Skoll Foundation, Humanity United, the U.S. government, the Procter & Gamble Fund, and an anonymous donor-advised fund dedicated to children’s rights.