Sustainable Development Goals > People

GRACIE AI

BBDO ATLANTA / STREET GRACE / 2019

Awards:

Gold Cannes Lions
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Case Film

Overview

Credits

Overview

Background

Child sex trafficking is a growing problem, with the internet making it easier for predators, harder for law enforcement, and nearly impossible for anyone to collect verifiable data on it. And with so little data available, securing funding and policy changes to fight it is extremely difficult at best. And since it’s such a difficult subject to talk about, awareness of the full extent of the problem is very low.

Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context

Sex trafficking is an issue that hides in the shadows. It’s a difficult subject to talk about, and thus, awareness of the problem is low. And with minimal data surrounding the subject, it is especially difficult to procure support from donors and politicians to fight the problem. If we can’t prove that we can make a measurable difference, people will not lend their support. But Gracie was designed to not just fight the problem head on, but to collect data at the same time. Her data collection fueled the largest single verifiable study ever done on underage sex trafficking. And that gives us valuable ammunition in fighting for real policy changes and action from both donors and politicians.

Describe the creative idea

Gracie is an artificially intelligent online presence, a learning bot designed to mimic real underage kids being sold for sex. She intercepts predators who are searching for sex online, collecting valuable data on their behavior.

First, predators click on ads that we placed, leading them to a text chat with Gracie. Then, when they solicit underage sex from her via text, Gracie sends a warning to them and sends their information to law enforcement. And lastly, she directs them to resources where they can find help.

She is the first of her kind with 112 distinct, adolescent personas, all developed using transcripts of predator and victim interactions from the Georgia Bureau of Investigation, text chats from students at local universities, and guidance from the Centers for Disease Control. She’s able to accomplish in just a few minutes what would normally take hundreds of law enforcement officers working around the clock.

Describe the strategy

Online sting operations, which “out” potential sex traffickers and predators, have been a very successful weapon for law enforcement in fighting sex trafficking. And statistics have shown that 80% of first-time buyers do not repeat once they are outed.

However, each successful intercept of a predator requires an enormous amount of man hours and money, which just isn’t available. And the number of predators stopped by these operations, as well as the amount of data collected, is sadly low.

So, Street Grace set out to find a way to accomplish the same thing but in an automated fashion that could be easily scaled up and could exponentially increase the effectiveness of law enforcement, while collecting valuable data at the same time.

Describe the execution

Gracie was released gradually over five months, starting in Georgia and spreading to more states. As she interacted with more and more predators each month, Gracie’s AI continued to learn from each conversation, making her more believable and authentic each day. Currently, she is performing over 1,000 intercepts per month.

Gracie is powered by AI tools including a natural language processing engine, a dialog interface, a conversational logic layer, and a transactional database. Everything from the ads we place to the web analytics is stored in a database made available to our research partners.

Describe the results/impact

Sex trafficking affects all genders, but young girls are the primary victims. Until we stamp out this horrific practice, too many women will not only have a less than equal chance, they will have no chance. Gracie is fighting to save these girls from becoming victims and give them the fair shot at life they deserve.

In just five months, Gracie has interacted with predators across 25 states and 78 cities, achieving undeniable results. She has exchanged over 54,000 messages, performed over 1,000 intercepts per month, and has reported over 6,000 would-be predators. Gracie’s therapy resource has a 9% clickthrough rate. She has fueled the single biggest verifiable study on sex trafficking ever done, helping inspire policy change, and is perhaps the greatest weapon we have to fight underage sex trafficking.

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