A Campaign Design to Drop Sales

Posted by Marc | 9-04-2010 23:03



South Africa is less than eighty days from hosting the first 2010 World Cup.
The country and the continent are abuzz with excitement. With billions invested in this event; there is opportunity on every corner, and every sector is looking to do business with the visitors.

But there are two sides to this. Criminal organisations will also be looking to profit.

One of the most significant challenges that faces South Africa is human trafficking- the buying and selling of human beings to meet demands for forced labour and prostitution.

The Southern African Counter-Trafficking Assistance Programme (SACTAP) realised that human traffickers were already working overtime to recruit, trade and abuse our society’s most vulnerable. But add to this the possible legalization of prostitution and the extension of school holidays during the tournament and the situation becomes even more critical.

[Trafficking Monitor: Click here to view image.]
2010 World Cup: A Campaign Designed to Drop Sales

TBWA\HUNT\LASCARIS, the agency that made the campaign, realised that human-trafficking relies on the fact that potential victims will be uninformed. So they needed to talk to the community directly, the way human traffickers do.

Like the recruiters, they targeted children near schools or just walking the streets of poverty stricken townships and dense urban slums where unemployment and forced prostitution are common.

And like the criminals, they employed an element of deception: They created tunnels with false walls which precisely matched the walls behind them, so that when people walked through, they disappeared –leaving onlookers wondering what had happened to them. By forcing people to imagine the unimaginable, the potential victims actually became the message.

[Trafficking Monitor: Click here for more images.]
More images here.

2010 World Cup: A Campaign Designed to Drop Sales


2010 World Cup: A Campaign Designed to Drop Sales


2010 World Cup: A Campaign Designed to Drop Sales


Some onlooker reactions & comments:


[Trafficking Monitor: Click here to view image.]
Curious women in Hillbrow:

[Trafficking Monitor: Click here to view image.]
Side view of the scaffolding and structure:

Advertiser:
Southern African Counter-Trafficking Assistance Programme (SACTAP)
Agency:
TBWA\HUNT\LASCARIS
Additional credits:
Art Directors: Miguel Nunes
Copywriter: Charles Pantland
Creative Director: Vanessa Gibson
Executive Creative Director: Damon Stapleton
Photographer: Des Ellis
Director: Rob Wilson

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