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eBay Attack

Award: Wood Pencil

Wood Pencil / Direct / Digital / 2009

Every year, an estimated two million women and young girls are victims of trafficking. Amnesty International's task is to bring to our attention this outrageous violation of human rights. In order to inform the public about modern slavery we created a direct campaign on the world's largest auction platform. With the help of 188 Amnesty activists, we launched an overnight offensive, planned to the last detail. We used eBay to get our message across: in hundreds of live auctions, we offered women for sale. The message was always put into the context of the respective product category. By taking a closer look, the consumer could discover the advert's true meaning, and realised how shockingly easy it is to buy a woman these days.

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