The Campaign

The online video shows a poor and desperate mother asking the viewers to buy her daughter for $400. It is then revealed that the video is staged. The actress (mother) explains the tragic reality of human trafficking. Such cases are actually happening around the world, every day. She introduces Hagar Singapore, a humanitarian organisation dedicated to helping survivors recover, empowering them with skills to start a new life. Supporting this online video, press ads and web content feature stories based on the experiences of survivors who have recovered under the care of Hagar Singapore.

Creative Execution

We launched all components of the campaign 1 week before International Women’s Day, generating momentum for our audience to continue the conversation about human trafficking and human rights.

300,000 online video views 300% more enquiries 500% more volunteers $20,000 more donations 500% more web visitors 300% more social media followers All within 1 month of the campaign

Based on true stories, the integrated campaign was led by an online video of a mother selling her daughter to make ends meet. The video is posted through a fictitious Facebook profile to dramatise the plight of human trafficking victims and highlight a very real problem. Supporting press and web content is drawn from the experiences of victims who have since recovered under the care of Hagar Singapore. The descriptive long copy gives readers the opportunity to truly understand each victim’s ordeal.

Our primary targets were young working women with disposable income, individuals who were most likely to be inspired to take action. Our ads ran in magazine titles targeted at this segment. These magazine readers, as well as viewers who watched the video on Facebook, were all directed to the campaign website, where they could access further content based on true stories from survivors.