Human Trafficking Often Hides in Plain Sight - Website|海报/平面,图文|广告营销案例【ADGuider广告指南】

人口贩运往往隐藏在眼前 -- 网站

案例简介：人口贩运在加拿大通常不被认为是一个问题，是全国日益关注的问题之一。加拿大境内 90% 以上的性贩运受害者来自加拿大。在大城市和小城市，各种社会经济背景的加拿大年轻女孩正在被招募并被迫从事性工作。今天, 多伦多犯罪阻止者推出了一项强大的新意识运动，教育公众如何识别某人受害的迹象，并通过拨打 1-800-222-TIPS 来驱动他们报告可疑行为。“人口贩运发生在比大多数加拿大人意识到的更近的地方，而且这些迹象很难识别，也很容易被驳回，” 多伦多犯罪阻止机构副主席肖恩 · 斯波特说。“此外，随着卖淫合法化，什么是合法的性服务，什么不是合法的性服务变得模糊不清，这使得普通公民很难区分自愿的性工作者和被剥削的人, 被虐待和无能为力的受害者。 “知道酒店是发生性交易的热门地点之一,多伦多部落世界的运动使用搜索引擎营销来瞄准在大多伦多地区 (GTA) 寻找酒店住宿的人，为他们提供 Jeunesse 酒店的数字横幅广告, 网上发现了一家假酒店。乍一看，这个网站看起来像一个无害的酒店网站，没有什么不寻常的; 但是经过进一步的检查，用户很清楚它不是一个真正的酒店; 而是一个强有力的工具，可以教育公众了解贩运人口的令人不安的表现。“我们想在人们进入已知的人口贩运热点之前联系他们，这样他们就可以帮助我们解决这个问题。通过在与旅游相关的平台上创造一个存在，在这些微小的时刻，我们能够打开需要寻找的标志，”多伦多部落世界的执行创意总监 Marketa Krivy 说。“人口贩运的迹象隐藏在眼前，如果你不知道该寻找什么，很容易被解雇。但是一旦你这样做了，就很难忽视了。 “该活动还包括在 GTA 的户外安置，包括公共场所广告、电梯广告、 TTC 数字屏幕、加油站和 Mac 便利店的广告, facebook 和 Instagram 上针对有旅游兴趣的人的旋转木马广告。这种创意小心翼翼地将人口贩运的场景和迹象放在酒店房间织物的图案中，包括墙纸、床上用品和窗帘。这是多伦多犯罪阻止者首次发起以人口贩运为重点的运动。它将在 GTA 中运行五周，OMD 负责媒体战略和布局。可以指向性交易的指标包括:年轻男性驾驶并被年轻女性占据的高端车辆男性和女性在相互陪伴下的年龄差异很大，对这种关系没有合理的解释年轻女孩美容保养适合其年龄范围和/或目的地年轻女孩拥有昂贵的服装, 电话,没有合理手段负担得起财产的珠宝体重不足并出现营养不良的年轻女孩在社交媒体上关于多伦多犯罪阻止者的过度活动是警方的合作, 社区和媒体于 1984年在多伦多开始，作为解决和预防犯罪的一种方式。犯罪阻止者为公民提供了一种匿名的工具，向警察提供他们所知道的犯罪或潜在犯罪的信息。向打电话给该项目的人提供高达 2,000 美元的现金奖励，他们的信息会导致逮捕。关于部落世界，一个全球创意机构，利用其在数字创新方面的专业知识，以及其创造力和洞察力的传统，制定有效的营销解决方案，将品牌与人联系起来。部落世界成立于 2000年，在 42 个国家设有 60 个办事处，总部设在纽约、纽约，加拿大办事处设在多伦多和温哥华。《部落世界》的加拿大业务也在 2012年、 2013 和 2015 获得了《战略》杂志的年度数字机构奖, 2015年，Gunn Report 在加拿大排名第二，在 Strategy 2016 创意报告卡中排名第三。

人口贩运往往隐藏在眼前 -- 网站

案例简介：Human trafficking, which is not typically perceived to be a problem in Canada, is one of growing concern across the country. More than 90 per cent of the victims of sex trafficking within Canada come from Canada. Young Canadian girls of all socio-economic backgrounds, in big and small cities, are being recruited and forced into sex work. Today, Toronto Crime Stoppers unveiled a powerful new awareness campaign to educate the public on how to recognize the signs of someone being victimized and drive them to report suspicious behavior by calling 1-800-222-TIPS. “Human trafficking occurs closer to home than most Canadians realize, and the signs can be hard to identify or are easy to dismiss,” says Sean Sportun, vice chair, Toronto Crime Stoppers. “Moreover, with the legalization of prostitution comes ambiguity over what is and isn’t a legal sexual service, making it difficult for everyday citizens to discern between a consenting sex worker and an exploited, abused and powerless victim.” Knowing that hotels are one of the top hot spots where sex trafficking occurs, the campaign by Tribal Worldwide Toronto uses search engine marketing to target people searching for hotel accommodation in the Greater Toronto Area (GTA) to serve them digital banner ads for Hotel De Jeunesse, a fake hotel found online. At first glance, the site appears like an innocuous hotel site, with nothing out of the ordinary; but upon further inspection it becomes clear to users that it’s not a real hotel; but rather a powerful tool to educate the public on the disturbing displays of human trafficking. “We wanted to reach people right before they entered into a known human trafficking hotspot so they could help us fight this problem. By creating a presence on travel-related platforms and in those micro-moments, we are able to unpack what signs to look for,” says Marketa Krivy, executive creative director, Tribal Worldwide Toronto. “The signs of human trafficking hide in plain sight and can be easily dismissed if you don’t know what to look for. But once you do, it becomes much harder to ignore.” The campaign also includes out-of-home placements across the GTA including, transit shelter ads, elevator advertising, TTC digital screens, advertising at gas stations and Mac’s convenience stores, and carousel ads on Facebook and Instagram targeting people with travel interests. The creative discreetly places the scenes and signs of human trafficking within the patterns of hotel room fabrics, including the wallpaper, bedding and drapes. This is the first time Toronto Crime Stoppers has launched a campaign that focuses on human trafficking. It will run across the GTA for five weeks with OMD responsible for the media strategy and placement. Indicators that can point to sex trafficking include: • High-end vehicles driven by a young male and occupied by young females • Large age discrepancy between male and female in company of each other with no reasonable explanation for the relationship • Young girls with inappropriate beauty maintenance for their age range and or destination • Young girls in possession of expensive clothing, phones, jewelry with no reasonable means to afford the possessions • Young girls who are underweight and appear malnourished • Excessive activity on social media About Toronto Crime Stoppers Crime Stoppers is a collaboration involving the police, community and the media, which began in Toronto in 1984, as a way to solve and prevent crime. Crime Stoppers provides citizens with a vehicle to anonymously supply the police with information about a crime or potential crime of which they have knowledge. Cash rewards of up to $2,000 are offered to people who call the program and their information leads to an arrest. About Tribal Worldwide Tribal Worldwide, a global creative agency, draws on its expertise in digital innovation as well as its heritage of creativity and insights to craft effective marketing solutions that connect brands to people. Founded in 2000, Tribal Worldwide consists of 60 offices in over 42 countries with headquarters in New York, NY and Canadian offices, in Toronto and Vancouver. Tribal Worldwide’s Canadian operation was also honoured with strategy magazine’s Digital Agency of the Year award in 2012, 2013 and 2015, was ranked #2 agency in Canada by the Gunn Report in 2015 and was ranked #3 Top Creative Agency in Strategy’s 2016 Creative Report Card.