This campaign targets teenage girls, building awareness for human trafficking by using retail fashion advertising and retail tactics. It is meant to highlight the injustices that girls who are victims of human trafficking experience.
The centerpiece of the campaign, it’s a simple site featuring statistics and hard truths about human trafficking that in design mirrors a retail fashion site. The site has a “Store” functionality where visitors can order t-shirts that featuring messages crafted to empower young girls – like “priceless” or “I can’t be bought” or “respect me.”
This is messaging in the real world in a shop store window next to a mannequin. Passers by walk by the window and they see, next to a mannequin, a message that speak to the human trafficking problem in economic terms:
Message: Girls are sold as if they aren’t worth more than a t-shirt. Be part of the solution at HardToBel13ve.com