Show A Red Card to Modern Slavery and Human Trafficking in Football

The FIFA World Cup Qatar 2022 runs from Sunday, 20 November, through until the final on 18 December.

Did you know that the Trafficking In Persons (TIP) 2020 report notes that “within Europe’s soccer industry alone, it is estimated there are 15,000 human trafficking victims each year”? They are trafficked by the false promise of trials with professional football clubs that do not exist. Instead, they become enslaved and exploited, victims of modern slavery.

Click to download your own Red Card

Ride For Freedom harnesses cycling to end modern slavery and provide remedy to survivors though its Freewheel programme. In this video, Gordon Miller, Ride For Freedom founder and team leader, invites you to unite behind our “Show A Red Card” campaign, during the World Cup, by following these 5 simple steps:

  1. Download and print the red card
  2. Capture a photo or video with your red card, and invite others to join you in showing your support
  3. Share the photo/video on your social media platforms
  4. Use hashtags #ShowARedCard #RideForFreedom #EndModernSlavery
  5. Don’t forget to tag us Ride For Freedom on LinkedIn @RideForFreedom2 on Instagram and Twitter

Why not also show your support to empower survivors of modern slavery to cycle by signing up and using your pedal power at our annual Cycle Revolution fundraiser, from 2-4 December, during the World Cup? #CycleRevolution

Challenge yourself, keep fit and support those less fortunate. Ride your bike, change a life

Freewheel by Ride For Freedom West Midlands Hub launched

The second Freewheel Hub was launched on 23 September. The launch took place pitch-side at St Andrew’s, the home of Birmingham City Football Club. The ground was the mid-point of a 25-mile bike ride, led by Gordon Miller, Ride for Freedom founder, that started and finished at the Biffa depot in Tipton, West Midlands.

Several colleagues from the Freewheel West Midlands Hub’s partners and supporters, including Aviva, Biffa, Halfords, Medaille Trust, Migrant Help, Orbea and Smart Solutions, joined the canal-side ride and welcomed the cyclists to their Birmingham facilities enroute.

The event was part of the week-long activities to launch the Freewheel West Midlands Hub. The previous Saturday, Birmingham City and its corporate partner, Biffa, invited Miller to showcase the Freewheel programme and talk with Blues’ fans about modern slavery and particularly human/child trafficking in football.

Miller said: “The Trafficking in Persons 2020 Report noted there are 15,000 victims annually in the name of football in Europe alone. Many are children/youths who are trafficked from Africa by criminals with the promise of trials that do not exist. Instead, they became exploited and enslaved.”

Ride For Freedom’s ‘Show A Red Card’ campaign shines a light on this issue. Since June 2021, Ride For Freedom has engaged, through participatory bike rides, with more than 30 football clubs across several leagues in England, including the Premier League, and in the German Bundesliga.

A Blues’ spokesperson said: “We are proud to welcome Biffa and its charity partner Ride For Freedom to St Andrew’s. Modern slavery is all too present in our communities – and is an issue the impacts football – and we stand behind them to raise awareness to eradicate this scourge from our game and society.”

The Freewheel West Midlands Hub is the second one to be launched this year. The established Freewheel Hub in Barking & Dagenham, London, has already seen upwards of 20 survivors of human trafficking, labour and sexual exploitation, all forms of modern slavery, empowered to cycle since it was launched in March 2022.

Ride For Freedom, a not-for-profit social enterprise, delivers the service by giving 20-30 survivors per annum at each Freewheel Hub bikes and accessories to keep, and providing them with cycling proficiency and road awareness training to the Government endorsed, national Bikeability standard.

Mel Flogdell, Biffa’s Divisional HR Director, said: “We take a zero-tolerance approach to modern slavery of any kind, so we’re thrilled to support Gordon and the Ride For Freedom Freewheel West Midland Hub to reinforce what we’re doing to tackle the problem.”

#ShowARedCard #EndModernSlavery #RideForFreedom

About Ride For Freedom

Ride For Freedom’s SDG 8.7 aligned mission is to harness the universal appeal of cycling to raise awareness, educate and forge partnerships to end modern slavery and to provide remedy to survivors through its operational Freewheel programme.

Ride For Freedom achieves its mission by creating and leading unique cycling challenges and events and by partnering with high impact sports clubs, companies and aligned charities.

The cycling challenges fundraise to support the development of Freewheel by Ride For Freedom that empowers survivors of modern slavery to cycle.

The intended outcomes are that survivors will gain additional independence and mobility, and improved mental and physical health and wellbeing to support their rehabilitation into society.

Please donate to make a difference to their lives.

If you’d like to fundraise for Ride For Freedom, please get in touch info@RideForFreedom.org

The first ‘Freewheel by Ride For Freedom Hub’ launched

Dagenham on 25 March 2022. The opening took place on the UN International Day of Remembrance of the Victims of Slavery and the Transatlantic Slave Trade with a cycle starting at Dagenham & Redbridge FC. The route went via Barking Town Hall and several anti-slavery landmarks before finishing at the Buxton Memorial at Victoria Tower Gardens beside the Houses of Parliament, SW1.

Councillor Darren Rodwell, Leader of Barking and Dagenham Council, who joined the cyclists at Dagenham & Redbridge FC, said:  “This borough has historically led the way in fighting for justice, equality and decency, which is why we’re proud to support Gordon and his superb campaigning against the scourge of modern-day slavery and in their support for survivors.”

The Freewheel remediation programme empowers survivors – women, children and men – of modern slavery and human trafficking to cycle to support their physical and mental health, independence, mobility, and their reintegration into society. At Freewheel Barking & Dagenham, during 2022, 20-30 survivors, referred by charities Hestia and STOP THE TRAFFIK, will be given a bike and accessories and training in cycling proficiency and road awareness. The training will be delivered by Vandome Cycles, through the national cycle training programme, Bikeability.

Pat Hayes, Managing Director for Be First, the borough’s regeneration arm, said: “Gordon’s work in the fight against modern slavery is truly inspiring. We’re proud to support him and The Freewheel programme which is an outstanding example of providing practical help to the victims of modern day slavery. It’s deeds not words which count.”

Miller, who is the Founder and Team Leader of Ride For Freedom, was joined for the launch by more than 30 cyclists from the Freewheel Barking & Dagenham Hub’s partners, including Be First, Berkeley Group, Countryside Properties, EcoWorld, L&Q, Wates, Weston Homes, Willmott Dixon, Barking & Dagenham Cycling Club and Vandome Cycles.

He said: “Slavery was abolished almost 200 years ago, in 1833, but modern slavery remains all around us, often hidden in plain sight. More than 40 million people worldwide are enslaved at any given time and thousands in the U.K. Today, I’m delighted that Ride For Freedom and our Barking & Dagenham Freewheel Hub partners have come together to launch the Hub, and harness the universal appeal of cycling to unite our voices and advocate to ‘End Modern Slavery.”

Freewheel Barking & Dagenham is the first of the hubs to open. Ride For Freedom is in discussions with several charities and companies regarding establishing hubs in other UK regions. It also aims to found hubs internationally, which is one of the objectives of The Ride For Freedom German Bundesliga Cycling Tour 2022.

Ride For Freedom welcomes donations of bikes and accessories for its Freewheel programme – contact info@RideForFreedom.org if you would like to donate or discuss supporting our work in other ways.

https://rideforfreedom.org.uk/freewheel-barking-dagenham/ #RideForFreedom #EndModernSlavery

New Guinness World Records for 2021

It’s official! I set a new  by cycling 1706.85km (1,060 miles) in 1 week* to shine a light on a documented human trafficking route.

To recap, it was a memorable (lifetime memories created), challenging (there were many times when I didn’t think I’d make it – more to come about those in the docu being made), and really enjoyable (c’mon, cycling the length of Spain!)

It’s also been hugely impactful in raising awareness of modern day slavery. There’s been more than 20 press articles and knocking on 1 million social media impressions. Thanks for liking and sharing, folks.

The full ‘El Gordo’ cycle, from 1-18 October 2021, was also a fundraiser for Freewheel by Ride For Freedom that empowers survivors to cycle – read more and please donate to make a difference to survivors’ lives.

Big thanks to the ride sponsor and corporate partner Marshalls plc delivery partner ORBEA clothing manufacturer Presca Sportswear, nutrition support Human Food Ltd,  supps Bio-Synergy coach Clancy Briggs Cycling Academy, Ed Clancy OBE and videographer, driver, mechanic, cook and mate James Aubry.

Thanks too to Ride For Freedom 2021 corporate partners and supporters Ardea International, Be First Regeneration Limited, Biffa, Fresca Group, Libryo, Lowery Ltd, MorePeople,
PMP Recruitment, Smarter Technologies Ltd, SOAS University of London, Stuff4Life Ltd, SUSTAIN WORLDWIDE LIMITED  and TFT.

Get in touch to discuss being a Ride For Freedom 2022 corporate partner or supporter.

*The GWR title is “Greatest distance covered by an electric bicycle in one week”.

Now, what’s next year’s cycling, modern slavery awareness raising and fundraising challenge(s)… please get in touch with ideas and to explore opportunities for collaboration.

#EndModernSlavery #RideForFreedom2021

2021 Guinness World Record cycling challenge announced

We are delighted to announce the Ride For Freedom 2021 #cycling Guinness World Record attempt has been officially approved.

So Gordon will be cycling ~1,720kms (1,068 miles) in 7 consecutive days (245 km/152 miles a day) on an Orbea Gain ebicycle to attempt to break the current Guinness World Record record of 1,662km. The ride will take place from 1-7 October 2021. It will begin in Cadiz, southern Spain and finish near Eibar, in northern Spain.

Gordon is doing this for a few reasons:

  • to shine a light on modern slavery and human trafficking
  • to fundraise to deliver the Freewheel by Ride For Freedom programme that enables survivors of modern slavery to cycle
  • to challenge himself to cycle further than ever before.

The Guinness World Record attempt is part of a longer ride he is undertaking to highlight a documented human trafficking route from Africa to the U.K. Called “El Gordo” (translated from Spanish as “the fat/big one”). In total the cycle is approximately 2,900 kilometres (1,800 miles) from Cadiz to London. It will take place in full between 1-18 October, concluding in London on Anti-Slavery, Day 18 October 2021.

You can read more here about the Ride For Freedom 2021 cycling challenges and the Freewheel pilot programme, developed and delivered with Unseen https://bit.ly/3aOhZpj

Will you support Ride For Freedom to help survivors of modern slavery?

You can personally sponsor Gordon’s 2021 rides https://rideforfreedom.org.uk/sponsor/

Or donate https://www.justgiving.com/crowdfunding/rideforfreedom2021?utm_term=8RBEXw4gN

And there’s opportunities to be a corporate sponsor and have your brand exposed to more than 35 million people*

  • Your company’s logo on the official RideForFreedom2021 jersey, the video of the Guinness World Record ride, press releases and social media campaigns. *Guinness World Records’ social media platforms reach 35 million people globally: Facebook 17million; TikTok 7.5million; Youtube 6million subscribers; Instagram 3.5million; Twitter 270k.

To discuss sponsorship, contact Gordon@RideForFreedom.org

Cyclist’s Guinness World Record Spells End for Modern Slavery

Gordon Miller (Ride For Freedom) Guinness World Record Title Holder

Gordon Miller, from Barnet, Herts, has set a new official Guinness World Record for the “the largest GPS drawing by bicycle (individual)”. His 620.5 miles (998.7km) cycle around England spelt ‘end modern slavery’.

His record-breaking 13-day ride traversed England on pre-planned GPS routes. Starting on 16 September, he cycled ‘end’ between Manchester and Doncaster. ‘Modern’ took him from Ludlow to Peterborough via Leicestershire. ‘Slavery’ began in Bristol and ended on 2 October outside the Houses of Parliament, London.

Miller says: “I’m free to cycle but millions of people aren’t. They’re trapped in modern day slavery. It’s an under-reported crime that affects thousands in the UK and millions worldwide. I’m delighted My Guinness World Record attempt has shone a light on it by generating more than 1 million social media impressions.”

The 16 routes Miller cycled to form the letters had to be pre-approved by the Guinness World Record’s verification team. During the ride he had to GPS track the daily routes, take photos as evidence, and complete a log book. He received official confirmation he had broken the record four weeks later.

“The ride was epic,” says Miller. “I experienced temperature highs of 25C and lows of 7C, 40mph heads winds and a couple of days of constant rain. But that’s nothing compared to what many exploited people in the UK experience, being forced to work outside in fields, on construction sites and at car washes.”

His longest ride in any one day was 108 miles, including transfers between two letters, and he averaged just under 70 miles daily. The highest point was 524 metres above sea level at Holme Moss, Kirklees. in preparation for the Guinness World Record attempt, Miller cycled 4,000 miles during training in 2020.

“The idea both to spell and cycle the words “end modern slavery” came to me on one of my many training rides,” says Miller. “That was the easy part! Actually mapping them took quite a few hours, and cycling them on the Guinness World Record attempt took just over five hours a day on average.”

Miller was supported by bike manufacturer Orbea, for whom he is a brand ambassador, and sponsored by companies including Ardea International, FoodCell, Fresca Group, KitBrix, Libryo, Lowery, Marshalls Plc, Smarter Technologies, SOAS and Sustain Worldwide.

“I’m delighted to be associated with these purpose-driven companies,” says Miller. “Their support has enabled the ride to go ahead by underwriting the administrative, logistical and marketing costs to raise awareness to end modern slavery.”

His 2020 Guinness World Record challenge built on his cycling exploits of last year when he rode more than 500 miles in 10 days to raise funds for two charities, Hope for Justice and Unseen, who support survivors of modern slavery.

“There’s no doubt last year’s ride gave me the belief I could go further this time and set a new Guinness World Record,” he says. “The bottom line is my challenge has helped to raise awareness of modern slavery and that’s something of which I’m very proud.”

RideForFreedom 2020 – Guinness World Record

Modern day slavery impacts more than 40 million people worldwide and tens of thousands in the UK. Gordon Miller cycled around England, from 16 September-2 October 2020, to set a new official Guinness World Record for the largest GPS drawing by bicycle (individual). He spelt: “End Modern Slavery”.

#RideForFreedom2020 Impacts

  • 620.5 miles (998.7km) cycled to raise awareness of modern slavery and set a new Guinness World Record
  • 902.62 miles (1,452.63km) cycled in total, including transfers, between 16 September-2 October 2020
  • Cycled >6,000km (>3,750 miles) during training in 2020
  • Engagement with companies: Ardea International, FoodCell, Fresca Group, Libryo, Lowery, Marshalls, Orbea, Presca, Smarter Technologies, SOAS, Sustain Worldwide; local authorities, including in Swindon and Wiltshire
  • Participation of cyclists from supporters’ companies, cycling clubs, and charities Hope for Justice, Medaille Trust and Unseen
  • >1million social media impressions; several press articles, including ITV News, and blogs
  • Recognition on Guinness World Records’ social media platforms that reach 35 million people globally: Facebook 17million; TikTok5million; Youtube 6million subscribers; Instagram 3.5million; Twitter 270k.

#RideForFreedom2020 builds on the success of #RideForFreedom2019, the charity bike ride that visited 10 UK cities in 10 days from 7-18 October 2019 to support the survivors of Modern Slavery via the work of charities Unseen and Hope for Justice.

#RideForFreedom2019 Impacts

  • 850km cycled; >5,000km during training
  • £2,000 raised for charities Hope for Justice and Unseen
  • 7 corporate engagements en route
  • >250,000 social media engagements; media coverage including TV broadcast
  • Supported by Baroness Young of Hornsey OBE. “Congratulations on achieving you goal, Gordon. You did it!”

Gordon’s Guinness World Record spells end for modern slavery

Modern day slavery impacts more than 40 million people worldwide and tens of thousands in the UK. Today. Not historically. Children, Men and women. Those appalling and shaming statistics, allied with reading the horrendous testimonies of dozens of survivors, compelled me to do want to do something. But what?

I first had these thoughts back in 2018. They regularly returned to me throughout the course of the year, often while I was out on my bicycle – that’s my thinking time. Then one cold day, in early December, while pedaling along, I had my Eureka moment: raise awareness of modern day slavery by aligning my marketing and communications skillsets with my passion for cycling to undertake a personal challenge that would motivate me and perhaps inspire others.

I won’t lie I was apprehensive on several levels. About taking on a challenge: having the time and the commitment to train – it would need to be a sizeable challenge to achieve the objectives; my ability to cycle long distances (at that time I’d never cycled more than 50 miles and never that far on consecutive days). And did I want to put myself in the spotlight? I knew that the very nature of setting a personal challenge that might inspire others would require me to tell my story.

Small beginnings

So, I started small. First, I ran my idea – to cycle from London to Manchester in one week, and then from Bristol to London via Cardiff in week 2 – by Andrew Wallis, CEO at Unseen; Ben Cooley CEO at Hope For Justice, and Chris Harrop OBE, at Marshalls Plc. They were very positive. We agreed the challenge would be a fundraiser for the two charities; Marshalls would support where they could too, rally their networks and welcome me en route to their HQ in West Yorkshire for a photo opportunity.

To cut a long story short, I committed and trained, cycling more than 4,000 miles between 1 January 2019 and the start of what became #RideForFreedom2019 on 2 October 2019. I cycled that solo and with several others over 500 miles during the two weeks, raising more than £2,000 for the two charities. I was honoured that Baroness Young of Hornsey OBE met us at the conclusion of the ride outside the Houses of Parliament on 18 October 2019, Anti-Slavery Day.

The engagement too was amazing: I was invited to drop in at the HQ’s of the Rights Lab in Nottingham, Hope for Justice, Unseen and Marshalls. Online, using my comms skillsets, throughout 2019, there were more than 250,000 social media impressions, and several pieces of media coverage including local TV on Live Manchester. I loved the whole experience: the training, the planning, the collaboration, the impact it had, and the two weeks cycling itself. I was hooked!

But what next? I was asked by several people: “How are you going to top that next year?” I knew the idea would come to when I was on my bicycle, and it did: A Guinness World Record attempt! Everyone knows about that, I thought, so if I set an ambitious cycling challenge that somehow includes an anti-modern slavery message and I use again my marcomms skills to promote the attempt, then hopefully it will raise awareness and even inspire others to set their own challenge and create a snowball effect.

A Guinness World Record

Fast forward to October 2020. I’ve set a new Guinness World Record for the “the largest GPS drawing by bicycle (individual)” by cycling 620.5 miles (998.7kilometres) and spelling ‘end modern slavery’. My 13-day ride, titled #RideForFreedom2020, traversed England on pre-planned GPS routes. Starting on 16 September, I spelt ‘end’ between Manchester and Doncaster. ‘Modern’ took me from Ludlow to Peterborough via Leicestershire. ‘Slavery’ began in Bristol and ended on 2 October in central London.

It was an amazing experience: beautiful (often), tough (sometimes) rewarding (always) and a good balance of days cycling on my own (which I enjoy) and with others. Around 15 others cycled one or more stage with me. It was sunny (25C at its hottest), rainy (torrentially so two days after the 25C day and for the last stage into London), and windy – 40mph gusts and with relentless headwinds on the ‘n’ stage around Peterborough.

My favourite rides were three of the hardest, involving lots of cycling up hills that provided spectacular views over England’s invariably beautiful countryside. One was from Glossop to Sheffield via Woodhead Reservoir to Holme Moss. That’s a climb of 4.5km and a 287 metre-gain to a height of 524 metres above sea level, which was the highest point of the ride. It was a lovely sunny day and as demanding as any I’ve had on a bike but the stunning scenery and sense of achievement made it memorable.

The other special rides were the day I drew the letter ‘m’, starting in Ludlow and ending just outside Kidderminster. The rolling countryside, traditional villages and quiet roads in the Shropshire Hills AONB was simply gorgeous to cycle through, especially so on a beautifully warm and sunny late summer’s day. The other was in the Chilterns, cycling from Henley-on-Thames to Princes Risborough along its pretty tree-lined and dappled lanes.

End Modern Slavery

In hard stats, I cycled 902.62 miles (1,452.63 km) during the 13 days including transfers, climbing 11,363 metres. (The official Guinness World Record total of 620.5 miles (998.7km) only permitted to count those miles ridden to actually draw ‘end modern slavery’.) My daily average was 69.43 miles (111.74km) and 1,174 metres climbed. The longest ride was 175.36km on day 8, letters ’n’ and ‘r’ in ‘modern’ plus transitions. The number of days I cycled +100km was 4 to spell letters ‘m’, ’n’ & ‘r’, ‘a’, ‘e’ & ‘r’.

I received amazing support from cyclists Miles Watkins, Nick Rawle, Marc Pearson, J Simon Rofe, Garth Watson, Dave Knight, Mark Gubbins, Elain Crowder, Adria Garcia, Marc Stanton, Eddie Barbi, and three of the Swindon Wheelers cycling club. The corporate support has been incredible too, from Ardea International, Food Cell, Fresca Group, Hope for Justice and Slave Free Alliance, Kitbrix, Libryo, Lowery, Marshalls, The Medaille Trust, Orbea, Presca, Smarter Technologies, SOAS, Sustiain Worldwide and Unseen.

So far there’s been several articles in the press, including ITV’s Granada News, and more than 1-million impressions on social media. That’s pleasing as it underpins RideForFreedom’s objective to raise awareness of modern slavery; especially as it has reached many who are outside my existing anti-slavery networks. That’s critical if we are to get a real shift in public understanding of the issue and action to bring about change.

Personal Thoughts

On a personal level I’ve improved my health over the last 18 months that encompasses both RideForFreedom2020 and 2019: I’ve lost around five kilos in weight, reduced my cholesterol level, enhanced my confidence (on and off the bike) and the experiences have generally made me more positive and focused both in work and life. I still can’t say I love the spotlight that’s necessary when undertaking a personal challenge to raise awareness of an issue but the more one does it the easier it becomes.

What Next?

So, now, what next? Through the success of RideForFreedom2020 and 2019, and to raise awareness of modern slavery on an even greater scale, RideForFreedom2021’s aims are to set and execute more impact orientated-cycling-goal setting challenges in the UK and globally; that includes setting myself a motivational (and I hope inspirational) cycling challenge with an international dimension. Watch this space for news of what, where and when.

I am also keen to work with others – individuals and companies – to support you to achieve your objectives, especially if these involve delivering positive social impact on anti-slavery initiatives. So much the better if they involve cycling and goal setting (your own Guinness World Record?) too. Get in touch to discuss your ideas. Lastly, look out for news of a pilot programme that aims to support survivors of modern slavery to cycle, provide them with road awareness/proficiency training and basic mechanical bike skills.

#RideForFreedom2020 route

 

The Guinness World Records record ride route (see map), encompassing 16 individual stages (each one forms a letter that makes up the slogan ‘End Modern Slavery’), will start in Manchester, traversing the counties of Lancashire, Cheshire, Yorkshire and Lincolnshire. It will then travel south, crisscrossing Shropshire, the West and East Midlands and East Anglia. The route will then navigate the southwest, before negotiating Somerset, Hampshire and the home counties to conclude in Central London. The aim is for the formal Guinness World Records record certificate presentation to take place on 18 October, International Anti-Slavery Day, in Westminster, SW1P. National broadcast media and press will be invited to the presentation.

Dates each stage (letter) will be cycled:

Click each image to view in more detail.

eE – Wednesday, 16 September

 

 

 

N – Thursday, 17 September

 

 

 

D – Friday, 18 September

 

 

 

M – Monday, 21 September

 

 

 

O – Tuesday, 22 September

 

 

 

D – Wednesday, 23 September

 

 

 

E – Thursday, 24 September

 

 

 

R – Friday, 25 September*

 

 

 

N – Friday, 25 September*

 

 

 

S – Monday, 28 September*

 

 

 

L – Monday, 28 September*

 

 

 

A – Tuesday, 29 September

 

 

 

V – Wednesday 30 September

 

 

 

E – Thursday, 1 October*

 

 

 

R – Thursday, 1 October*

 

 

 

Y – Friday, 2 October

 

 

 

*2 ‘letters’ will be cycled on the same day.

The routes are subject to change without notice.

(Images taken from Google Earth and appropriate copyrights apply.)

#RideForFreedom2019 – Powers in to central London

#RideForFreedom2019, a 10-day charity cycle ride around England and Wales (Cardiff), powers in to central London on Anti-Slavery Day, Friday 18 October. Baroness Young of Hornsey OBE, who leads the APPG on Ethics and Sustainability in Fashion, will welcome the cyclists on their arrival at the north west corner of Westminster Bridge at 1pm.

Organised by Gordon Miller, CEO of Sustain Worldwide, a keen leisure cyclist, week one headed north from Watford to Manchester, via Cambridge, Corby, Nottingham, Barnsley and Elland. The second week departed Bristol for Cardiff, pedaled on to Stroud, Didcot, Bracknell and concludes in London later today.

The 800km ride, which commenced on 7 October, fundraises for Unseen and Hope for Justice. The UK based charities support the rehabilitation of the survivors of modern slavery, equip front line agencies and businesses with training advice and resources, and influence government and society to inspire change in legislation and policy.

Miller says: “Someone recently asked me why I’m organising and participating in #RideForFreedom2019. It’s simple: modern slavery is a heinous crime; it’s aligned with the work my communications business, Sustain Worldwide, does; I like to set myself one audacious challenge each year – this is the biggest yet; cycling is my sport thing and it gives me a goal to aim for.

There are an estimated 13,000 people who are held as modern day slaves in the UK – although many believe these figures to be lower than the reality. When survivors are recovered they require a safe place, support and guidance to begin their rehabilitation. It costs £3,000 a month to support one woman in an Unseen safe house.

The cyclists have visited several places, towns and cities on route that have a relevance to the anti-slavery movement. The ride started from BRE in Watford, and droped in for photo calls at the home of the Rights Lab at Nottingham University, Marshalls near Halifax, Hope for Justice in Manchester, Unseen in Bristol and the University of South Wales at Cardiff.

More than a dozen riders have cycled one or more of the stages alongside Miller who will ride them all. To date, 11 have pledged to ride the final stage into central London today on the annual Anti-Slavery Day.

Miller says: “From what began as an idea in my head, while on a ride on a cold day last December, my motivation has been kept high throughout the months of training by the support and encouragement of many others. I’ve cycled a few thousand kilometres during training and I can’t wait to start the ride to raise more awareness and funds to support survivors of modern slavery.

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