The Campaign

Child trafficking is still a problem in China but the public have grown apathetic to the situation. This campaign shakes their apathy by inciting hatred for the perpetrators. By showing how they treat children as products rather than humans it brought much needed attention to CSAF’s cause.

Success of the Campaign

In only 3 weeks since posting the video it received over 50,000 views, was with over 5,000 mentions in discussion forums and generated unprecedented online search volume, searches for 'Child Trafficking increased by over 20X on the same period from the previous year. If the first step is getting people to want to find out more about our cause, then we have succeeded.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The creative executions adopts the point of view of a callous child trafficker selling kids by offering special deals and discounts in the same way a seller of a product would do. The dramatization of this singular thought was extremely relevant as marketing a product is similar to marketing a child in the eyes of a child trafficker. The whole campaign centred around International Children’s Day on June 1, 2015. It started with an infomercial shown online, on special screens and in cinemas a week before Children’s day. This was supported with print and metro posters and on Children’s day itself, there were shop window takeovers in shopping malls and high street stores. This also involved street sellers selling direct to the public. All this driving the public to the charity’s website.

The objective was simple, generate awareness for CSAF and their mission to tackle child trafficking. Through the charity's insights, the phycology behind a child trafficker is extremely callous and unsympathetic. This was used as the basis of the campaign. Instead of asking for sympathy for the victims as most charities do, inciting hatred for the perpetrators was used as the strategy instead. This was achieved by showing how the traffickers treat children as products rather than humans, and how they use sales language and price promotions more akin to a used car salesman. This juxtaposition immediately grabbed the public's attention. This was made more relevant by launching the integrated campaign in and around shopping environments on International Children's Day.