The END IT Movement

What The END IT Movement does

The END IT Movement is a nonprofit awareness coalition founded in 2012 at the Freedom Summit in Atlanta, dedicated to ending modern slavery and human trafficking. The organization operates as a multi-stakeholder coalition of approximately 16 partner organizations, coordinating public awareness campaigns, distributing digital toolkits, and supporting legislative action against modern slavery. Its core products and underlying assets are non-technological: a recognizable RED X visual brand, a merchandise store selling branded apparel and awareness items, downloadable awareness toolkits for individuals and groups, and a coalition platform that enables partner organizations to co-host events and amplify campaigns.

The organization's business model is donation- and merchandise-driven rather than contract- or subscription-based. Revenue mechanics rely on individual donor contributions, proceeds from branded merchandise sales, and in-kind support from coalition partners. Notable public-facing activations include a February 2013 Times Square billboard takeover, which served as a flagship awareness event, and high-visibility endorsements such as Ashton Kutcher's 2017 Senate testimony supporting legislative efforts including the End Modern Slavery Initiative Act introduced in 2015 and signed into law in late 2016. The organization serves the general public, corporate supporters, policymakers, and a coalition of nonprofit partners rather than a defined paying customer base.

Name

The END IT Movement

Legal name

The END IT Movement

Website

https://enditmovement.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The END IT Movement is a nonprofit awareness coalition founded in 2012 in Atlanta, dedicated to ending modern slavery and human trafficking through public campaigns, corporate and coalition partnerships, digital toolkits, and legislative advocacy.

Ownership category

akta.pro rank

Product category

Anti-Human Trafficking Awareness and Advocacy

NAICS

Human Rights Organizations (813311), Social Advocacy Organizations (8133)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Anti-Trafficking, Smuggling Prevention & Safe Migration Services (BPADAHAK)

akta.pro secondary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

Keywords

• Anti-trafficking awareness
• Human trafficking prevention
• Modern slavery advocacy
• Anti-slavery coalition
• Supply chain accountability

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Donations: The organization collects donations from individuals who support the anti-slavery cause. Donors can contribute to support the coalition's awareness efforts and partner organizations doing direct intervention work.
2. Merchandise Sales: The END IT Movement operates an online store selling merchandise (apparel with RED X branding). The store has a 14-day return policy for unworn, unaltered items with original tags attached.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

The END IT Movement operates as a nonprofit awareness coalition that mobilizes everyday people, students, churches, and corporate partners around the cause of ending modern slavery and human trafficking. It distributes awareness resources including a Digital Toolkit of downloadable logo assets, an Action Kit, the Freedom Film documentary, and aggregated Partner Tools contributed by its 16 Coalition Partners, and operates an e-commerce store selling RED X branded merchandise.

Product overview

The END IT Movement is not a technology company but rather a social awareness and advocacy coalition focused on ending modern slavery and human trafficking. The organization offers a collection of awareness resources and tools rather than a unified software product. Its primary offerings include a Digital Toolkit with downloadable logo assets, an Action Kit for supporters, the Freedom Film documentary, and Partner Tools that aggregate resources from its 16 Coalition Partners. The organization also operates an online merchandise store selling RED X branded items. These offerings are designed to equip individuals, students, and organizations to raise awareness and take action against slavery rather than serving as a traditional product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Toolkit Downloadable digital resources, including END IT logo assets in full, white, and black color variants packaged in a ZIP, designed for individuals, campuses, and partners to spread awareness.
• Action Kit An awareness kit providing tools and materials that help individuals and groups take action in the fight against modern slavery and human trafficking.
• Freedom Film A documentary film used to educate viewers about modern slavery and engage them in the END IT Movement's mission.
• Partner Tools Aggregated resources from the END IT Movement's 16 Coalition Partners, including educational materials, reporting guides, safety resources, advocacy tools, and supply chain accountability tools such as FRDM.
• END IT Online Store E-commerce storefront selling RED X branded merchandise (apparel and accessories) to support awareness and fundraising, with a 14-day return policy for unworn, unaltered items with original tags.

Quantifiable outcome

• 40 million people still trapped in slavery - the movement's goal is to reduce this number to zero
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core.

• A21coreStrategic or Co-development PartnerA21 is a coalition partner that prevents trafficking through awareness, education, and prosecution, while also restoring survivors by providing protection and rehabilitation. A21 provides education landing pages, a Human Trafficking Awareness Program, and hosts the GLOBAL FREEDOM SUMMIT.
• A21coreStrategic or Co-development PartnerA21 prevents trafficking through awareness, education, and prosecution. They restore survivors by providing protection and rehabilitation services.
• As Our OwncoreStrategic or Co-development PartnerAs Our Own rescues vulnerable children from exploitation and provides lifelong aftercare in a family environment. They offer As Our Own Racing as an engagement opportunity for supporters.
• Bombay Teen ChallengecoreStrategic or Co-development PartnerBombay Teen Challenge rescues and cares for sex slaves from the brothels of Mumbai with the goal of complete physical, mental, and emotional healing as victims are reintegrated back into society.
• ECPATcoreStrategic or Co-development PartnerECPAT prevents child slavery at the source by training the private sector, healthcare workers, and others on how to identify and stop trafficking. They provide tools for individuals, responsible traveler programs, child trafficking indicators, and hotel industry resources.
• Exodus RoadcoreStrategic or Co-development PartnerExodus Road rescues sex slaves throughout SE Asia, India, and the US using a network of covert surveillance teams and individuals. They offer Search + Rescue and Cyber Investigations tools.
• Free The SlavescoreStrategic or Co-development PartnerFree The Slaves breaks the cycle of slavery by freeing slaves and helping them stay free in global trafficking hotspots, while changing the systems that allow slavery to exist. They provide action guides for supporters.
• HagarcoreStrategic or Co-development PartnerHagar restores wholeness to the lives of survivors by walking them through a journey of protection, recovery, empowerment, and integration.
• Hope For JusticecoreStrategic or Co-development PartnerHope For Justice identifies and rescues victims, advocates on their behalf, while helping to restore and rebuild their lives. They provide Spot the Signs resources to help identify human trafficking.
• International Justice Mission (IJM)coreStrategic or Co-development PartnerIJM protects the poor from violence by rescuing victims, bringing criminals to justice, restoring survivors to safety and strength, and helping local law enforcement build a safe future that lasts. They provide Freedom Sunday resources for churches.
• IJMcoreStrategic or Co-development PartnerIJM (International Justice Mission) is listed as a coalition partner doing on-the-ground work to rescue victims, bring criminals to justice, and restore survivors.
• Love146coreStrategic or Co-development PartnerLove146 works to abolish child trafficking and exploitation through prevention and aftercare while contributing to a growing abolition movement. They provide reporting guides, internet safety resources, parent guides, and language/media guides.
• FRDMcoreStrategic or Co-development PartnerFRDM prevents slavery by providing businesses and individual consumers solutions to identify and remove slavery from their supply chains. They use the free market to free people and offer the FRDM Tool for supply chain tracking.
• Not For SalecoreStrategic or Co-development PartnerNot For Sale works on the ground and in mainstream supply chains to target the root causes of slavery, while equipping at-risk communities for freedom. They provide get involved resources for supporters.
• Polaris ProjectcoreStrategic or Co-development PartnerPolaris combats modern-day slavery and transforms the way the world responds to human trafficking. They maintain the National Human Trafficking Hotline (1-888-373-7888) and provide extensive data and resources.
• PolariscoreStrategic or Co-development PartnerPolaris operates the National Human Trafficking Hotline, one of the most extensive data sets on human trafficking in the United States.
• Salvation ArmycoreStrategic or Co-development PartnerThe Salvation Army fights to prevent trafficking in the US and abroad through awareness, prevention, and networking within local communities.
• Street GracecoreStrategic or Co-development PartnerStreet Grace mobilizes communities to eradicate the Commercial Sexual Exploitation of Children. They provide the Gracie transaction intercept tool and downloadable resources.
• World ReliefcoreStrategic or Co-development PartnerWorld Relief works through collaboration and education to eradicate human trafficking and restore survivors. They provide advocacy resources for supporters.
• World VisioncoreStrategic or Co-development PartnerWorld Vision works to prevent the trafficking of children, protects those most vulnerable and brings healing to children who have been exploited. They provide child protection resources.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ECPAT International: END IT coalition partner that trains the private sector, healthcare workers, and travelers to identify trafficking. A peer because of overlapping prevention/awareness methodology and global anti-trafficking mandate.
• A21: A21 is a core END IT coalition partner that runs prevention, rescue, and aftercare programs. It is a direct peer because it pursues the same anti-trafficking mission with awareness campaigns, survivor services, and global operations.
• Love146: END IT coalition partner focused on child trafficking prevention and survivor aftercare. Directly comparable as both target the same donor audience and rely on awareness content, grassroots chapters, and digital toolkits.
• International Justice Mission: IJM is a coalition partner of END IT and an independent anti-trafficking organization conducting direct rescue and justice work globally. Highly comparable because both target modern slavery with overlapping donor bases and similar coalition-style operations.
• Not For Sale: END IT coalition partner working in supply chains and at-risk communities. It is a peer because it pursues the same anti-trafficking outcomes with overlapping corporate engagement and grassroots supporter base.
• Free The Slaves: END IT coalition partner that works to free slaves and address systemic drivers of trafficking. Directly comparable because both operate globally with a coalition/movement-style model targeting modern slavery.
• Polaris Project: Operates the U.S. National Human Trafficking Hotline and is both an END IT coalition partner and an independent organization. Directly comparable given overlapping anti-trafficking mission, data-driven approach, and donor audience.
• Coalition Against Trafficking in Women (CATW): Independent anti-trafficking advocacy organization with a similar coalition-style structure. Comparable as both pursue policy change and public awareness around trafficking, particularly affecting women and girls.
• Thorn: Co-founded by Ashton Kutcher, who also testified for END IT's movement. Thorn focuses on technology-driven approaches to child sexual exploitation, making it a peer in the broader anti-trafficking advocacy space.

Broad incumbents

• World Vision: Large incumbent NGO that runs anti-trafficking programs as one of many initiatives and is also an END IT coalition partner. Comparable as a broader humanitarian organization with overlapping child-protection donor base and global footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about The END IT Movement