| The Loeries Awards 2016 | ||
|---|---|---|
| LIVE EVENTS, ACTIVATIONS & SPONSORSHIP | LIVE ACTIVATIONS | Silver |
People know human trafficking is a reality but they don't really know how it happens and no one really believes it can happen to them. To show how easily anyone can become a victim, OwenKessel Leo Burnett South Africa did what human traffickers do we set up a fake brand and offered people a job that was too good to be true. Hordes of people signed up for the fake job. They then received an SMS that informed them that they had just become one of the 21 million people lured into human trafficking through false job promises. People were completely shocked at how easily they fell for this, showing just how easy it is for anyone to become a victim of human trafficking.
Category: Charities & appeals
Brand: Salvation Army
Media: Ambient
Category: Public interest
Product: Anti Human Trafficking Activation
Agency: OwenKessel Leo Burnett
Production: Nova
Country: South Africa
Director: Willem Viljoen
Executive Creative Director: Donovan Bryan
Creative Director: Stephanie Larsen
Art Director: Helene Burger
Copywriter: Jonathan Dennis
Agency Producer: sally walland
Programmer: Morné Gouws
Published: September 2015