Anti-Trafficking Campaign Limber Zhang, Shanjida Kibria October 17, 2017
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Project Goals Campaign for Human Trafficking Victims
This project will aim to analyze and address the overall issue of human trafficking and the effects it has on its victims. Utilizing the research done to understand human trafficking victims, we will create a visual campaign that empowers the victims to reach out and connects them to any immediate help they may need.
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Overview Human Trafficking
Human trafficking is a global problem that affects the lives of millions of people around the world. It is a high profit industry that involves decieving women, men, and children from all parts of the world and forcing them into exploitative situations. The most common form of human trafficking targets women and girls and is done for the purpose of sexual exploitation. However, hundreds of thousands of victims are also trafficked for the purpose of forced labor, domestic servitude, and organ removal. The public awareness has been growing, but in general, human trafficking has not been raised to a level of priority in the public consciences. The majority of the victims are not able to get out due to their complicated situations and the lack of support.
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Target Audiences Potential Victims of Human Trafficking Children & Teenage Girls
Adult Woman
Foreign Nationals
Vulnerable 10-18 year olds who are runaway, homeless, youth or neglectful households
Vulnerable victims of domestic violence, sexual assault, war and conflict or social discrimination
Vulnerable immigrants that lack familiarity with surroundings, laws and rights, and language fluency
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Target Audience Children & Teenage Girls
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Concept: Case Studies
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Case Study #1 S.O.A.P. Anti-trafficking Campaign in collaboration with hotels S.O.A.P. stands for “Save Our Adolescents from Prostitution� and is a handson outreach to fight against the sex trafficking at large events and in communities. It was founded by on of the survivors of the human trafficking. S.O.A.P. has partnered up with hotel business and saved a number of victims.
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Case Study #2 Walk for Freedom Trafficking Awareness Campaign: “Walk for Freedom� by A21 People from all over the world come together with a yellow bandanna over their mouth with their name on it to raise awareness for human and sex trafficking happening all over the world.
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Case Study #3 Freedom Drivers Project Truckers Against Trafficking (TAT) Campaign: “The Everyday Heroes� The Freedom Drivers Project is a mobile exhibit that educates members of the trucking industry and general public about the realities of domestic sex trafficking and how the trucking industry is reponding to it.
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Case Study #4 Stop Sex Trafficking Stop Sex Trafficking Campaign in collaboration with The Body Shop In August 2009, ECPAT UK and The Body Shop UK launched a threeyear campaign, Stop Sex Trafficking of Children and Young People, to raise awareness of the issue and to empower people to make a difference. The UK petition closed on May 5, 2011, after attracting an incredible 735,889 signatures.
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Concept: MePower
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MePower Concept
MePower is a play off of the word “empower.� The organization works to empower young, vulnerable, girls, who are often victims off sex trafficking, as a way to prevent more victims in the future. MePower believes that building self-esteem is the key to reducing the amount of at-risk females of potential sex trafficking. MePower also works closely with actual victims to provide them with resources and help to get them out of their situation and pursue a healthier lifestyle.
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Visuals
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MePower Logo
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Campaign Case Studies
Campaign Case Study Calvin Klein
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Campaign Case Study Museum of Feelings
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Campaign Case Study Global Citizens Festival
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Campaign: You can be You
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You can be You Concept
“You can be you� is a phrase meant to empower and inspire young female victims or potential victims of human trafficking who feel they are defined by the situation they are stuck in. This campaign is meant to talk directly to these girls and let them know they are capable of becoming the person they want to be. This campaign should make them realize they already have the qualities they may desire, they just need to embrace those qualities. Victims often become victims because they are vulnerable and weak. The goal is to make young girl feel less vulnerable. If these girls feel empowered enough, they can avoid sex trafficking situations and actual victims they may reach out for help through the resources we provide through the campaign.
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You can be You Strategy
The “You can be You� campagin will accomplish their mission of reaching out to victims and potentional victims by utilizing social media and public advertising. Social media is utilized by creating empowering and educational posts, on the official MePower accounts, about the issues of sex trafficking. The posts will also link to in-depth information and resources on the MePower official website. Both large and small scale public advertising is also utilized by targeting New York City locals and public schools, where most victims and potential victims will be able to see it. The advertisments will combine positive imagery and words to boost self-esteem.
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You can be You Slogan
You can be YOU. #youcanbeyou
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You can be You Slogan
You can be Free. You can be Brave. You can be Confident. You can be YOU. TEAM
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You can be You Slogan
You can be a Survivor. You can be a Champion. You can be a Leader. You can be YOU. TEAM
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Visuals
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Campaign Visuals
YOU CAN BE BRAVE. You can help defeat sex trafficking
YOU CAN BE SMILING. You can help defeat sex trafficking
Campaign Visuals
YOU CAN BE BRAVE. You can help defeat sex trafficking
YOU CAN BE SMILING. You can help defeat sex trafficking
Partnership: Dove
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Partnership Dove Partner with Dove as a part of their “Dove Self-Esteem Project.”
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Partnership Dove
X
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Partnership Dove Product
Release a Dove product that raises awareness about sex trafficking. Product will contain information for the victims of sex trafficking and contain resources for them to reach out for help. The product will also educate non-victims on how to avoid becoming a victim themselves. Product will be sold on the Dove website as well as through Dove product selling stores. Profits from the sales will go towards helping and raising awareness for sex trafficking victims.
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Visuals
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new
new new
Campaign Event: BELIEVE
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BELIEVE Concept
This event will be a free pop up art installation called BELIEVE, in partnership with Dove, under the “You can be You� campaign. BELIEVE will aim to help attendees feel more empowered, confident, and increase selfesteem in a seamless, fun, interactive, and artistic way. It will also make people aware of the issues of sex trafficking and how to avoid becoming a victim. This installation will be curated in collaboration with local artists and acitivists and will be promoted through social media and public advertising in NYC.
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BELIEVE Promotional Video
Release a promotional video for the BELIEVE event in partnership with Dove. Video will introduce the event to the public, gaining attention through local New York influencers and activists one month before the opening through MePower’s official YouTube channel.
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BELIEVE Tickets
People who want to attend will have to complete a series of tasks to receive the free tickets. Attendees must share the link for the Dove product designed for this event to their friends and tweet congress to support acts that help victims get out of sex trafficking.
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BELIEVE Social Media & Website
Promote the event and ways to help out on the official MePower social media accounts. Social Media will provide information on how to win tickets to the BELIEVE event, ways to help the cause of sex trafficking, and ways to get involved with the “You can be You” campaign. Social media will also link to the official “You can be You” campaign page on the MePower website.
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BELIEVE Recap
• Curate the event with local activicts and artists. • Release a promotional video in partnership with DOVE on YouTube. • Access to free tickets by doing a series of tasks support victims. • Promote on MePower’s official social media accounts.
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Visuals
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POWER
BELIEVE YOU CAN BE YOU
POWER
BELIEVE YOU CAN BE YOU
FALL 2017 FINANCIAL DISTRICT
FALL 2017 FINANCIAL DISTRICT POWER
BELIEVE YOU CAN BE YOU
POWER
BELIEVE YOU CAN BE YOU
FALL 2017 FINANCIAL DISTRICT
FINANCIAL DISTRICT FALL 2017 POWER
BELIEVE YOU CAN BE YOU
POWER
POWER
BELIEVE YOU CAN BE YOU
BELIEVE FALL 2017 FINANCIAL DISTRICT
YOU CAN BE YOU
FALL 2017 FINANCIAL DISTRICT
Thank You!
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