The models at this pop-up shop are the real commodity for sale

The campaign gave would-be shoppers information about sex trafficking

Published On
Feb 25, 2020

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In Toronto last week, a pop-up storefront featured teen models in a new line of clothing, posing in window displays. The same models in the same outfits showed up in digital ads on Instagram and Snapchat.

But eager shoppers who clicked through the ads quickly discovered that it wasn’t the clothes that were for sale—it was the girls. The campaign for Covenant House, which provides direct support to survivors of sex trafficking, launched ahead of Human Trafficking Awareness Day.

TAXI Toronto created the ads to reach young women most likely to be targeted by traffickers. “Most teenage girls don’t like to watch the news,” said TAXI co-ECD Alexis Bronstorph, “but they do like to use their phones, and they do like to shop. Using shoppable ads on Instagram and Snapchat allowed for us to capitalize on that shared behavior.”

The campaign website includes information abut sex trafficking myths. It also details warning signs so teens can look out for themselves and their friends. The ads were also geo-targeted to locations that traffickers frequent, like malls, schools and community centers.

 

Credits

Date
Feb 25, 2020
Client :
Covenant House
Agency :
TAXI-Toronto
Executive Creative Director :
Kelsey Horne
Executive Creative Director :
Alexis Bronstorph
Associate Creative Director :
Lorne Heller
Associate Creative Director :
Justin Luu
Designer :
Meric Karabulut
Photography :
Saty & Pratha
Production Studio :
Arthouse
Head of Integrated Production :
Cherie O'Connor
Integrated Producer :
Eastern Yoo
Director of Operations :
Joyce Ho
Account Manager :
Sarah Loo

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