Unfortunately, football’s biggest game is also America’s premiere event for sex trafficking. Most women who are trafficked during the Super Bowl are unwilling participants who’ve been forced into prostitution at a very young age (average 12–14yo). Not-So-Super was an integrated campaign that exposed this terrible phenomenon and helped deter potential ‘Johns’ from buying sex, which only fuels the trafficking problem. On virtually no budget, the campaign garnered international media attention and celebrity support, was featured on everything from local news stations to tech blogs and was applauded by trafficking survivors around the world.

The nature of the problem requires that it be combated in the public relations sphere, because buyers of sex need to be educated as to why their actions support sex trafficking. Plus the more people who know, the more pressure it puts on Johns to abstain.

Days before the Super Bowl, a number of fake ads were posted on Backpage and mixed in with the real ads from real prostitutes. The fake teaser lines were indistinguishable from the real ads, so interested ‘Johns’ didn't know they were actually clicking a Not-So-Super message.

On virtually no budget, the campaign garnered international media attention (Reuters International) and was featured on everything from local news stations (NY1) to tech blogs (Fast Company). Celebrities and countless others showed their support by putting on their ‘game face’, and the campaign was applauded by trafficking survivors and survivor groups around the world.