STRATEGY
No one can ever imagine themselves forced into slavery, or innocently falling into human trafficking. It seems like a distant situation that couldn't happen to the average person.
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Florida Coalition Against Human Trafficking
SITUATION
Human trafficking is ranked the second most common criminal activity in the world after the illegal drug trade. Involving the commercial exchange and exploitation of humans, including forced labor, it was vital to communicate how easy it can be to fall into human trafficking.
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BRINGING IT TO LIFE
Through our digital and OOH campaign, users realized how easy it is to fall into a human trafficking scam. We published digital ads on Facebook, advertising a modeling opportunity and when a user clicked on the site, it would auto-populate a MISSING ad with their own photos from their Facebook albums. This digital experience proved to demonstrate the dangers of falling into a dangerous situation through a seemingly harmless ad.
RESULTS
Makeover won a Silver Clio and a Silver LIA.
Models Wanted received heavy local media news coverage. During the first 3 weeks after the launch, over 80K women found out they could be tricked into human trafficking.
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