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Toronto Crime Stoppers begins sex trafficking campaign
Toronto Crime Stoppers has begun a new campaign intended to raise awareness of the issue of sex trafficking. The campaign, developed by Tribal Worldwide of Toronto, encourages consumers to report suspicious behaviour to the organization's tip line.
The initiative makes use of search engine marketing aimed at consumers looking for hotel accommodation in the Greater Toronto Area. Consumers will receive banner ads purporting to be for a fictional hotel called Hotel De Jeunesse. The ads will take users to a mock hotel website that provides information about sex trafficking.
The campaign also includes out-of-home advertisements in the GTA, as well as social media ads on Facebook and Instagram. The creative dpicts scenes of trafficking within the patterns of hotel room wallpaper, bedding and drapes. Media buying for the five-week campaign was conducted by OMD.
"We wanted to reach people right before they entered into a known human trafficking hotspot so they could help us fight this problem," said Marketa Krivy, executive creative director of Tribal Worldwide Toronto. "By creating a presence on travel-related platforms and in those micro-moments, we are able to unpack what signs to look for. The signs of human trafficking hide in plain sight and can be easily dismissed if you don't know what to look for. But once you do, it becomes much harder to ignore."