5. Client Brief
• principal intergovernmental organization in the
field of migration
• An integrated awareness raising campaign on
human trafficking in South Africa.
6.
7.
8. Objectives
To raise awareness about Human Trafficking
amongst young Adults and teenagers aged
between 16 to 24 years in urban and rural areas
in South Africa over a period of 12 months
9. Strategy
• What is human trafficking and how does it
happen
• What are some of the myths, Pre-conceptions
and prejudices
• How people can take part in the fight against
human trafficking
10. Target Market
• Aged 16-24
• Urban and rural areas
• Male and Female
• All Races
11. Archetype
• Chasing positive change in their communities
• Positive aspirations
• Always looking to express opinion
• Accustomed to digital communication and
media sharing
• Mobile
13. Primary Research
• 100 Questionnaires
• 20 Interviews
• 4 Focus groups
• Ogilvy Healthworld (Mpho Makoe)
• Mmoni Lata (Freelance media and television)
14. Primary Research Findings
SADC
7% West Africa
13%
East Africa
3%
Central
Africa
4%
Asia
16%
Eastern Europe
8%
Australia
2%
South East
Asia
9%
Americas
15%
Europe
17%
North
Africa
6%
Which region do you believe people are most trafficked
from?
15. Primary Research Findings
20%
11%
9%
60%
0%
In your opinion is SA mainly a?
Country from which
trafficking victims come
from
Country through which
trafficking victims pass
through on their way to
other countries
Final destination country
for trafficked victims
21. Measurement
• Generate website traffic
• Twitter – Retweets &
Hashtags
• Facebook – Likes, Sharing
(Pictures & Status Updates)
• E-mail address list
• Toll-free line
22. Key Message
• Dispel the common myths & misconceptions
on human trafficking
• Encourage previous victims to speak out and
share their stories
• Educate people on how human trafficking is a
violation of human rights
27. Call To Action
• Get people SHARING & SPREAD the word
• Start on RADIO (interviews, web site, forum)
• BRAND ACTIVATIONS (interaction, educational, fun
activities)
• SOCIAL NETWORKS, W.O.M
• Create PLATFORM
• Introduce IOM website via link
• Build HYPE =
I.OWN.ME
31. Big Idea
• Street furniture synced with
traffic robots
• Turns GREEN ORANGE RED
• Specific message for each
colour
• Grabs attention
• PUN: HUMAN Traffic
• Situated at all congested
intersections
EVERYDAY ROBOTS
34. RADIO:
• Informing and educational
• Lively voiceover to grab
attention
• Signal tone to break through
clutter
• Direct to social media and
activations
• Link in
• #IOWNME (IOM)
35. ACTIVATIONS:
• IOM brand ambassadors
• Essential for areas with less
connectivity for interaction
• Educate & Inform
• Face-to-face
• Roadshows
• Competitions
• Merchandise/Promotional
material
• Humans behind bars
• Activities
• Walk
38. STREET POSTERS:
• Series of varying posters
• Different languages
• English, Zulu, Sesotho, Shona,
French, Portuguese
• Works around the “EVERDAY
ROBOTS’’ theme
