The anti-slavery movement had originated with non-conformist groups in Europe and America in the late 1600s. Quakers and other dissenters objected to slavery on both moral and religious grounds, but because of their unorthodox beliefs they were regarded as social outsiders and barred from public office and as a result their views were largely ignored save by their fellow dissenters. The movement had grown slowly in Britain during the 18th century, but it finally found a voice and a leader in 1786, when Thomas Clarkson published An Essay on the Slavery and Commerce of the Human Species. This proved to be a rallying cry for the movement, bringing Clarkson into contact with other like-minded men and the next year he and eleven others formed the Committee for the Abolition of the Slave Trade. This Committee would become a Society as it grew and would coordinate the Parliamentary campaign led by MP William Wilberforce that resulted in the end of the international trade in African slaves. That eventual success was still a couple of decades away, but the Committee made a good start, not only by being led by men of intelligence and zeal, but also by utilising what could be considered an early example of product branding, namely an easy-to-recognise logo, mass-produced by leading Staffordshire potter Josiah Wedgwood.
Josiah Wedgwood. |
Wedgwood became friends with Thomas Clarkson and in 1787 he joined the Committee for the Abolition of the Slave Trade shortly after it was set up. As an experienced businessman Wedgwood would prove to be a valuable asset in the Committee's arsenal. He understood the value of publicity - he afterall, was the man who had pioneered the idea of the money back guarantee and the benefits of the 'By Appointment' status of Royal patronage - and he now came to the Committee with a brilliant idea to help promote their cause. Better still, he had the means to bring his plan to fruition and was willing to pay for it out of his own pocket.
Most of the medallions were distributed via the Committee, but Wedgwood sent out many more himself, most notably in 1788 when he sent a package of the cameos across the Atlantic to Benjamin Franklin, an old acquaintance from the Lunar Society and at that time the president of the Pennsylvania Society for the Abolition of Slavery. Wedgwood wrote 'It gives me great pleasure to be embarked on this occasion in the same great and good cause with you and I ardently hope for the final completion of our wishes.' Franklin replied, 'I am persuaded [the medallion] may have an Effect equal to that of the best written Pamphlet in procuring favour to those oppressed people.' Sadly for both, neither Franklin nor Wedgwood would live long enough to see those wishes fulfilled.
Wedgwood continued to actively support the anti-slavery movement right up to his death in early 1795. He bought shares in a company set up to form a colony for freed slaves in Sierra Leone; befriended and advised William Wilberforce who would lead the parliamentary fight against slavery; and he paid for the printing and distribution of an anti-slavery pamphlet that the Committee produced. Offering to pay the cost for the production of a woodcut block, he advised them to head their pamphlet not with the advertisement they had originally planned, but with the woodcut, a reproduction of the same image of the kneeling slave that had inspired his own ceramic contribution to the cause.
Reference: Thomas Clarkson, History of the Abolition of the Slave Trade, vol. II (1807)
Website: Wedgwood Museum