Ruth Elliott, a British psychologist working with young victims of sex trafficking in Cambodia, started Daughters of Cambodia in 2007. Ruth observed that almost 100% of victims rescued by force in brothel raids and placed in shelters returned to the sex industry upon reintegration because causal factors were not being addressed. Despite a strong motivation to leave sex work, they were forced back by cultural pressures to provide money for their families. Based on her experience within the culture and context, Ruth created a new model for tackling sex slavery whereby victims are empowered to set themselves free. They were invited to exit sex work voluntarily through alternative employment, along with education and application of lifestyle change within their own domestic and social lives, rather than from a shelter. Daughters of Cambodia started its work on January 1 2007. Businesses were started to provide clients with the income they needed in order to walk away from the sex industry as well as social, therapeutic, and educational programs for them to leave it behind emotionally.