We have always been inspired by the Amnesty International campaigns. They are doing a good job trying to change people's minds through very strong and meaningful adverts. We admire the work that TBWA/Paris did for them. We tried to convey a similar message through our campaign against human trafficking and more precisely, sexual exploitation.Human trafficking is an issue that involves the entire planet. There are more than 30 million slaves in the world today, more than there have ever been in the history of humanity. Almost half of the human traffic victims are forced into the sex industry or prostitution. Every minute, a person is taken from their country under false pretenses, thinking they would get a legitimate job. Sexual exploitation has a major detrimental impact on its victims. If they manage to escape, it is very hard for them to reintegrate in society as they bear a stigma for which they are not tolerated by most. Victims are forced to live with the trauma they endured for the rest of their lives.Our solution is trying to make people aware of the actual extent of this issue and highlight the fact that sex slaves are regarded as no more than a commodity, where they are afraid to speak for themselves. Their identity is taken away, making their escape even harder. They are subjected to mental and physical abuse by both owner and customer. This campaign is meant to make people realize that they can come across such people in their everyday life.
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