Cannes Lions

BUTTON

NEW MOMENT NEW IDEAS COMPANY Y&R, Belgrade / RED CROSS / 2015

Case Film
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Overview

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Credits

Overview

Description

Low awareness of sex trafficking in Serbia and across Balkans. Female Sex trafficking victims are transported from all over East via Serbia to Western Europe. Serbia is a transit zone where we want to act and stop the problem. Our strategy was to act in the only place where female vistimes are alone during the whole trip - in female toilets on gas stations. We placed a specially designed digital device - button with a camera and communication system - in female toilets on gas station on highways leading towards EU boarder. When the button is pressed, picture of victims and exact location is sent to information center which them alerts the boarder police. We created a working model that is operational and can be implemented in gas station, night clubs, strip bars and other locations across whole Europe. As a result of our idea, petition is being raised in front of Serbian Government to instal this device on all gas stations and hight clubs in the country. As a next step we would like to spread this device across whole Europe.

Execution

We placed digital button devices on 4 gas stations along main highways in Serbia leading to the EU. The devices are placed on April 4th and are still in operation. We spent months of planing, preparation and testing together with programers and production experts in order to have device that is safe to use and works according to the law.

When the button is pressed, picture and exact location of the trafficking victim is sent to data center which then distribute the data to the border police.

Outcome

Our desired result is to stop female sex trafficking and to empower women to make a change and get out of trafficking world.

We also aim at raising awareness on this issue. This is a long term process that just now started. We created a working model that is operational and can be implemented in gas station, night clubs, strip bars and other locations across whole Europe.

As a result of our idea, petition is being raised in front of Serbian Government to instal this device on all gas stations and hight clubs in the country.

As a next step we would like to spread this device across whole Europe.

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