The Problem

How can you stop human trafficking when the signs are so hard to spot?

THE SOLUTION

Turn travelers into our eyes and ears.

Human trafficking happens closer to home than most Canadians realize. But the signs can be hard to recognize. We set out to make Canadians more aware of the problem by showing them how to recognize the signs. Knowing airports and hotels are human trafficking hotspots, we targeted travelers by intercepting them on platforms where they search for flights and hotels – turning them into our eyes and ears while they travel.

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1 child rescued

Despite a tiny media budget, the campaign received enough media attention to help spread our message, exceeding 5 million earned impressions. Not only did tips increase by 27% overall, but the campaign generated a tip that led to the rescue of an underage victim. It was enough to thaw our cynical advertising hearts and renew our faith in the power of creativity.