trafficking of youth
campaigns fotrifying the fight
against child sex trafficking
an organization by:
meet the fix team
Ingfah Damrongchitham, Research Analyst
Agnes Fischer,
Head Researcher
Olivia Hollis,
Designer & Researcher
Daphne Vidalis,
Head Designer & Coordinator
fix: the brand
A non-profit creative firm fighting for human rights. Through periodically collaborating with different organizations across divergent fields within the human rights realm, FIX employs innovative thinking, thorough research, and envisions contemporary solutions to FIX the mirror image of what it means to be human.
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the fix design process: explore
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contents GRASP FIX
Meet the Team The FIX Brand The FIX Logo Design Process Research The FIX Design Process
EXPLORE 2 3 4 6 7 9
The UN and Human Rights Initial Brainstorming Areas of Focus and Merging Aspect UN Articles Topic: Child Sex Trafficking Problem Statement
EXAMINE 12 19
Trafficking Factual Information Relevant Case Studies
24 25 27 28
36 39
44 45 46 47 53 63 64
Experts Existing Campaigns & Organizations Opportunities Design Criteria
GENERATE Product Ideation Personas
ASSESS
TOY Introduction TOY Mission Statement TOY Color Pallete & Logo TOY Target Groups TOY Campaign Assesment Design Criteria Fulfillement Short and Long Term Goals
explore Within the Explore Segment of their creative prosses, FIX identified the issue their next project would revovle around. That was accomplished through multiple brainstorming sessions, collectively mindmapping, and the study of the Universal Declaration of Human Rights.
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the united nations “The United Nations is an international organization founded in 1945 after the Second World War by 51 countries committed to maintaining international peace and security, developing friendly relations among nations and promoting social progress, better living standards and human rights.� source: http://www.un.org/en/aboutun/
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initial brainstorming The primary sources of inspiration and motivation for FIX are the 30 articles of The Universal Declaration of Human Rights. These are the intial sketches by each team member:
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areas of focus
human labor
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education
trafficking
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focus: the merging aspects Bullying
Abuse
Sexual Ass ult Speech
No $
Slavery
TRAFFICK
ING
Chil d Trafficking Hopes
Goals
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Sex Trade Physical
verbal
Chil dhood
LABOR
Chil d Labor
Physica
il dren h C g in iv r p De
No Education
or Forced lab
Dignity
Slavery Sexual
Violence
ysical h P / l a t Men Danger
physical
EDUCATION
Potenti a
ls
age Debt bond Sweat Shop Wage Slavery
Suicide
al emotion
Bullying
Chil dren being dienied the rig ht
Military Purposes
Mental
l and M ental Ca pabilities
ing/labor/ Chil dren traffick slavery Low S elf-Est
eem
Dep ression
Shop t a we
Bride Buying
Harmful
S Reta l
iatio n
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topic: relevant articles
article 4 No one shall be held in slavery or servitude; slavery and the slave trade shall be prohibited in all their forms.
article 5 No one shall be subjected to torture or to cruel, inhuman or degrading treatment or punishment.
article 25
(1) Everyone has the right to a standard of living adequate for the health and wellbeing of himself and of his family, including food, clothing, housing and medical care and necessary social services, and the right to security in the event of unemployment, sickness, disability, widowhood, old age or other lack of livelihood in circumstances beyond his control. (2) Motherhood and childhood are entitled to special care and assistance. All children,
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whether born in or out of wedlock, shall enjoy the same social protection. fix / child sex trafficking / toy
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topic: child sex trafficking The team distanced itself from the process and realized that Child Sex Trafficking was that
point and it was chosen as their
topic. This is an issue the team felt very strongly and deeply about.
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problem statement The world’s second largest criminal enterprise, after drugs, is human trafficking. It is a $9.5 billion global industry. 5,500,000 children were sex trafficking victims in 2012, that is 27% of all sex trafficking victims.
The United Nations define child trafficking as the “recruitment, transportation, transfer, laboring or receipt of a child for the purpose of exploitation”. Sexual exploitation is “any actual or attempted abuse of a position of vulnerability, differential power, or trust, for sexual purposes, including, but not limited to, profiting monetarily, socially or politically from the sexual exploitation of another.”
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explore / examine / grasp / generate / assess Most Americans perceive child sex trafficking as a devastating global issue that is far away from their realities. That is false. Child sex trafficking in the US is a problem escalating at an alarming pace. Three hundred thousand children from the entire socio economic spectrum are at risk of commercial sexual exploitation in the US yearly.
Current efforts to combat this issue are lacking in many respects. Lack of promotion, exposure of the campaigns to limited audiences, few collaborations amongst organizations, and the absence of children targeted campaigns have generated inefficient results.
Through age appropriate education FIX fullfils the need of embedding compassion and awareness about child sex trafficking into contemporary society. FIX is uniquely positioned to target youth through educational multi-platform campaigns.
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examine Within the Area of Examine FIX went into extreme depth about child sex trafficking. After compiling statistics, data, and throrough researchthey designed infographics and mind maps to best display all their heart breaking findings.
300,000
CHILDREN in the U.S. are at risk yearly for
COMMERCIAL
SEXUAL EXPLOITATION
27de% tected victims
20%
of all
of all detec ted vic were child tims ren 2002-200
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were children 2007-2010
2,800,
00
0C
H
R ILD
EN FROM HOME YEARL Y WAY NA RU
IN
TH E U.S .
1/3
OF THEM ARE LURED OR RECRUITED INTO THE UNDERGROUND WORLD OF PROSTITUTION AND PORNOGRAPHY WITHIN 48
HOURS.
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“The average age of a child sex trafficking victim is 13 years old. Child trafficking can begin as ealy as in 5 years of age.
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FOR EVERY
800 PEOPLE TRAFFICKED
1
PERSON CONVICTED
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ONLY
0.4% of
TRAFFICKING
VICTIMS
IDENTIFIED
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fix / child sex trafficking / toy information source: http://www.caseact.org/learn/humantrafficking/
explore / examine / grasp / generate / assess share of detected victims trafficked within or from outside their regions, 2007-2010
99,8% 0,2% Eastern Europe and Central Asia 68,1% 31,9% Western and Central Europe.
68,4% 31,6% North America, Central America and the Carribean
30,2% 69,8% North Africa and the Middle East
89,4% 10,6% South America
97,9% 2,1% Sub-Saharan Africa
100% 0% South Asia
99,5% 0,5% East Asia And the Pacific
Within the Region of the Country Outside the Region of the Country
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relevant case studies
case study 1 case study 2 case study 3
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case study 1: very young girls Very Young Girls (2007) by David Schisgall and Nina Alvarez, is a documentary depicting the sex trafficking of 13-14 year old Afro-American Girls in New York City.
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case study 2: y2k pimp Y2K Pimp (2008) is used as an example, representing the overall plethora of risks involved in internet and social media usage by teenagers.
Marvin Chavelle Epps’ MySpace Profile Picture
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case study 3: “oceanside crip enterprise” “Oceanside Crip Enterprise” was the arrest of a group of 3 gangs who were collaboratively sex trafficking, and who had been bribing the motels they were using for those purposes.
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grasp To get a better grasp of this topic, FIX researched even further by finding experts, in-depth research and specific case studies relating to child sex trafficking.They also conducted research of relevat campaigns and organizations to find opportunities.
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child sex trafficking experts
1
2
chong kim
sex trafficking survivor
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marc latonero
professor and researcher
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4
rachel loyd
sex trafficking survivor, founder & ceo, gems
queen queen
silvia of sweden co-founder,
world childhood foundation
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human trafficking campaigns & organizations 1
not for sale
love 146
stop child sex trafficking now
notforsalecampaign.org
http://love146.org/
http://www.sctnow.org/
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against our will
mtvu
www.againstourwill.org/
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3
2
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nhtec (national
the thorn foundation
hotline: 1-888-3737-7888
wearethorn.org
human trafficking resource center)
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existing campaign conclusions
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1
Lack of Promotion
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Select Exposure
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Limited Collaborations Amongst Organizations
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No Children Oriented Campaigns
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major opportunities
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shelter bed scarcity
fear, vulnerability& self-identification
technology
taxis
truckers & reporting
awareness in u.s.a. fix / child sex trafficking / toy
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conclusions / design criteria: • Educate Society About Child Sex Trafficking • Motivate People to Want to Help • Wide Social Media Exposure and Emphasis (Facebook, Twitter, Instagram, Blogs, etc.)
• Establishment of Emotional Connection to Victim • Targeting Each Target Group Age Appropriately (Group 1: 9-13, Group 2: 14-18, Group 3: 19-23)
• Accurate Material
(All Material Up To Date, Interesting, and Correct)
• Clearly Convey Mission (in All Products and Campaigns)
• Comprehensible Website Navigation • Stress Importance of Human Rights in Early Education • Accessability of Material on Various Platforms (ipad, android, iphone, apps, website, computer, etc.)
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generate To generate a plan of action the team compiled all their research and opportunities to create a unique and well designed campaign to join and help the fight against child sex trafficking. To do this, personas, ideas for items, and campaigns were developed.
6 5 1
4 3 2
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1
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TOY would be the title of a series of educational campaigns centered around Child Sex Trafficking.
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Athena & Phevos (2004 Olympic Game Mascots, Greek)
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COLOR&SYMBOL
refers to the idea of claiming a
particular color and creating a universal symbol for the fight against child sex trafficking.
Breast Cancer Awareness Campaign
(RED)™ A Generation Without AIDS
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REBEL PORN is a guerilla campaign that would come as a surprise to the viewer and interrupt his/her viewing experience of porn
user selects porn website
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user browses videos & selects one to watch
video starts. looks like any other porno film
once viewer is engaged, image freezes
seconds later female lead points at viewer
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IDENTITY IN DISGUISE
a Social Media
Campaign, targeting youth and making them emotionally attached to a human trafficking survivor.
Female User
William Johnson
William Johnson
William Johnson Hey Female User name, Thanks for the add! Let me introduce myself.. My name is William Johnson and I am 20 years old and currently a senior at Stuyvesant High School in New York! I moved to NY with my family about a year ago from Ohio. The William Johnson Hey Female User Name
adjustment has been much better than I ever expected. I love it here! I’ve made a bunch of new friends, I’m in the football varsity team, and I’m currently waiting to hear back from my dream colleges. But why am I telling you, Female User Name, all this? Because I wanted to tell you that you are more powerful than you think! I know that because I realized I am more powerful than I ever thought I was. This is not something I would have thought or said to anyone a year ago. A year ago I saw no future for myself, I didn’t want a future if it meant that I would continue living the way I was. I was trapped in a
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GUERILLA CAMPAIGN Staged shocking street Improvs of plausible child trafficking scenarios.
possible orientations for the fix guerilla campaign series
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PUBLIC ART INSTALLATIONS a series of engaging/shocking art pieces installed in public high-traffic locations to raise awareness of child sex trafficking.
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first image: happy, health, and cute child waving at audience
second image: the same child but is now sad, scared, and hurt
third image: shocking child trafficking statistic with info (images not by fix)
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personas
1
2
malcolm 14 years old stamford, ct
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3
mimi 20 years old
key biscayne ,fl
gabby 32 years old miami ,fl
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1
Malcolm
6:45 am
7:00 am
8:15 am
8:30 am 1:15 pm
Wakes Up
Gets ready for school and eats breakfast while looking at his iPad.
Arrives at School
Class
1:15 pm Lunch
7:00 pm 7:30 pm
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Dinner
2:00 pm 3:00 pm Class
3:00 pm
4:30 pm
Baseball Practice
Gets home
7:45 pm 9:00 pm Homework
5:00 pm 7:00 pm Singing & Music Lesson
9:30 pm Shower & Bed fix / child sex trafficking / toy
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2
Mimi
9:00 am
9:30 am
Wakes Up, Checks her phone, email and instagram
11:45 am Arrives to Class
7:00 pm 8:00 pm Dinner
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Eats breakfast and watch TV.
12:00 pm 2:00 pm Class
10:00 am
11:00 am
Takes a shower & Gets ready for her day while listening to Taylor Swift.
Drives to Campus
2:15 pm
6:00 pm
6:30 pm
Leaves class and heads to cousins house to visit
Heads home
Gets ready for dinner with family
8:00 pm 12:00 pm Watches favorite nightly TV shows alone or with family
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Gabby
6:00 am
7:00 am
Wakes up with children to feed them breakfast and get the day started
Checks email and phone whilst kids are watching morning TV
11:00 am
12:00 pm 1:00 pm
Takes baby outside to play
Lunch
5:00 pm 6:30 pm
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Heads home and has dinner with family
7:30 am
9:00 am
Gets eldest children ready for school and herself ready and heads out the door
1:15 pm
3:00 pm
Puts baby down for nap and works on some artwork in office
Goes to pick up kids from school
7:30 pm
10:00 pm
Puts all kids down to bed
Watches TV and head to bed
Goes to the Gym
4:00 pm Takes daughter to ballet and son to baseball practice
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assess
Through thorough assessment, FIX prepares to launch TOY, Trafficking Of Youth, a campaign with ambition to penetrate into the complex issue of Child Sex Trafficking.
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trafficking of youth
campaigns fotrifying the fight
against child sex trafficking 44
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TOY Mission Statement:
TOY aims to embed compassion and awareness about child sex trafficking into contemporary society. It is a pioneer in the fight against the cause given its unique positionioning of targeting humans as young as 9 years old.The TOY team believes that the updated and wholistic education of youth now can lead to a better world tomorrow. Through the age appropriate preparation of youth, societies can potentially consist of well rounded individuals, who are mindful of their actions, and aware of the real state of the world.
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toy: color palette
Just like society, that is defined by the different individuals that comprise it, each color can be defined in terms of percentages of the three primary colors.
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toy: target groups
9-13 group 1
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14-18 g ro up 2
19-23 grou p 3
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toy: target group 1
home 9-13 group 1
school
people media people media
FAMILY (Siblings/Parents) Celebrity
TV/Movies/Music Computers/Tablets/iPods Friends/Classmates/Teachers Textbooks/books Curriculum
lectures plays activities
Videos/Computer/Technology Extra-curricular
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toy: target group 2
home 14-18 gr o u p 2
school
people FAMILY (Siblings/Parents)
Celebrity TV/Movies/Music media Computers/Tablets/iPods/Phones Social Media Facebook Twitter Friends/Classmates/Teachers/ people Counselors/Professors/Advisors
media
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lectures plays activities Clubs Videos/Computer/Technology
Textbooks/books Curriculum
Extra-curricular fix / child sex trafficking / toy
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toy: target group 3
home
people media
19-23 gro u p 3
people school/ work
media
FAMILY (Siblings/Parents) Celebrity TV/Movies/Music Computers/Tablets/iPods/Phones Social Media Facebook Twitter LinkedIn Friends/Classmates/Professors/ Colleagues/Advisors Textbooks/books Curriculum
lectures plays activities
Videos/Computer/Technology
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exploration
Clubs
Extra-curricular fix / child sex trafficking / toy
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toy: target group overview
trafficking of youth
campaigns fotrifying the fight
against child sex trafficking
classmates
9-13 group 1
family
attraction activities
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14-18 g r o up 2
19-23 g r o up 3 technology
friends
socialization
career exploration
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toy: campaign assessment to each group
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9-13 group 1
TOY_Educate: TOY representatives visit schools to introduce
14-18 group 2
TOY_Approach: Guerilla promotional campaign that raises
19-23 group 3
TOY_Introduce: Diffuse TOY to the public with attention-
the concept of Human Rights to children.
awareness through emotional connection via the social media.
grabbing posters in high traffic areas.
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toy_educate: group 1, 9-13yrs STEP
9-13 group 1
1
STEP
TOY Rep agrees on how groups will be shaped with school Principle (based on grade or age) STEP
4
STEP
All students enter and meet up with TOY reps.
Students randomly pick silly bandz from bucket that are three different colors STEP
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5
9
After brainstorming, TOY rep presents reality of the victim (in tasteful and age appropriate way)
STEP
2
STEP
Students are devided into groups based on step 1
6
STEP
Group comes together to form target group TOY reps will educate
7
STEP
TOY Rep presents Groups meet depending photo of victim and asks on the color of their students to brainstorm sillyband. on what they think his/ her life is like STEP
10
Kids come up with creative way/projects to support victim and cause
3
STEP
11
8
Students brainstorm by writing words and phrases on large piece of paper
Projects will be posted on TOY website and used as educational and awareness material
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toy_educate: details
9-13 group 1
Used in Step 5 & 6: Students randomly pick silly bandz from bucket. They are then divided into group based on the color of their silly band, red, yellow or blue.
for
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join the fight against
child trafficking!
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9-13 group 1
Described in Step 11: Projects produced by students will be put on TOY website and used as educational and awareness material.
http://www.traffickingofyouth.org
http://www.traffickingofyouth.org
trafficking of youth
campaigns fotrifying the fight
national human trafficking resource center: 1-888-373-7888
against child sex trafficking
the problem our mission you can help! our campaigns
trafficking of youth campaigns fotrifying the fight
against child sex trafficking
the problem
find your poster national human trafficking resource center: 1-888-373-7888
our mission
an organization by
you can help!
find your poster
our campaigns
school name
school name
school name
school name
school name
school name
school name
school name
school name
school name
school name
school name
school name
school name
find your poster
an organization by
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toy_approach: group 2, 14-18yrs 14-18 14-18 gro g ruop u2p 2
1
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Teenage guy or girl signs onto his/her facebook account
2
User notices a new friend request
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You are more powerful than you think...
William Johnson
William Johnson
WHAT DO YOU KNOW ABOUT TRAFFICKING IN THE US?
3
User clicks to see who requested their friendship. Its either Mary or William
4
User accepts the friend request and clicks on Mary or William’s profile Male User
Mary Smith
You are more powerful than you think...
Mary Smith
WHAT DO YOU KNOW ABOUT TRAFFICKING IN THE US?
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Mary Smith Hey Male User name, Thanks for the add! I’m Mary Smith. I am 20-year-old senior at Stuyvesant High School in NY! I moved here with my family a year ago, so far I love it! I’ve made a bunch of new friends, and I’m waiting to hear back from my dream colleges any day now.
Mary Smith Why did I add you, Male User Name? Because you are powerful than you think! I know I am. A year ago I didn’t want a future if it meant that I would continue living the way I did. I felt
Smith MaryMary Smith
Hey Male User Name
caged, hopeless, and depressed. My so-called boyfriend who I was in love with, used me! He kept me captive and forced me to sell my body for money against my will. I thought that was it. Then Stella appeared, she rescued me(she works for xyz.org). Do you know 5,500,000 children are trafficking victims each year? You can help! Male User Name you are strong! Help others believe in their strength! If you believe every person should be treated like a human, visit my facebook page for ideas, resources, and spread the word!
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toy_introduce: group 3, 19-23yrs 19-23 group 3
This TOY campaign will be the basis of the organization’s launching. It will familiarize people with the cause and the organization itself. In high traffic areas such as subways, buses, etc. shocking statistics will be exposed through simple yet modern illustrations.This would later evolve to being more target specific
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toy:promotion ideas
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Gr ou p
1 Gr ou p 2 Gr ou p 3
toy: fulfillement of design criteria 1. Educate Society About Child Sex Trafficking 2. Motivate People to Want to Help 3. Wide Social Media Exposure and Emphasis (Facebook, Twitter, Instagram, Blogs, etc.)
4. Establishment of Emotional Connection to Victim 5. Targeting Each Target Group Age Appropriately (Group 1: 9-13, Group 2: 14-18, Group 3: 19-23)
6. Accurate Material
(All Material Up To Date, Interesting, and Correct)
7. Clearly Convey TOY Mission (in All Products and Campaigns)
8. Comprehensible Website Navigation 9. Stress Importance of Human Rights in Early Education 10. Accessability and Existence of Material
(ipad, android, iphone, apps, website, computer, etc.)
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Denotes Criterium Has Been Fulfilled
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toy: short and long-term goals http://www.traffickingofyouth.org
trafficking of youth campaigns fotrifying the fight
against child sex trafficking
the problem our mission you can help! our campaigns find your poster national human trafficking resource center: 1-888-373-7888 an organization by
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toy: short-term goals
• To become established as a reliable organization. • To expand their network and go to more schools, and more people. • To create a special campaign for their 19-23 year old target group, possibly at collede campuses and spots this age group frequents in different cities. • To gain following on social media and keep information up-to-date.
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toy: long-term goals
• To embed early education of human rights into the American Culture. • To collaborate with well-established firms with a strong media platform to educate a greater population about child sex trafficking. • To join forces with various child sex trafficking organizations to strengthen their impact and to eventually, collaboratively decide on one global hotline for reporting. • To encourage more efficient predator combat techniques (with help from the government) to try to eliminate demand for child sex exploitation.
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parsons: the new school for design strategic design and management research and development advanced methods instructor: robert rabinovitz