Cannes Lions

PUBLIC SERVICE ANNOUNCEMENT

TBWA\TEQUILA SINGAPORE / MTV / 2009

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

MTV EXIT (End Exploitation and Trafficking) is an ongoing initiative to raise awareness and increase prevention of human trafficking. We created a 2-part campaign to help MTV EXIT achieve their aims in Asia - with the emphasis on the Philippines, Thailand and Indonesia, as these are where most victims come from. Inspired by actual tactics used by traffickers, part 1 includes low-budget TVC spots, online ads, flyers and posters to “recruit” two groups of potential victims: Job seekers and people who want to further their studies.

Part 2 involves revealing the truth behind the recruitment ads.

Outcome

The key part of the campaign is what happens at the sites. When potential victims sign up for further education or a job at these sites, they find out how they can easily fall prey to human traffickers. The sites demonstrate how threats are made against the victims or their loved ones in order to keep them compliant. The 2 sites generated a total of 27,000 over visits as of 31 December 2008.

Similar Campaigns

12 items

Shortlisted Cannes Lions
MTV BotHard

DDB MUDRA, Mumbai

MTV BotHard

2023, MTV

(opens in a new tab)