#BetterLIFE

Observations

Losing momentum and relevance

Global issue

Low conviction rate

#BetterLIFE

STAKEHOLDERSGeneral PublicGovernmentsUNODC Internal MediaBusinessCivil SocietyRelevant NGOsJustice/Social Workers

Audiences

Highly informed and active engagers

Vaguely aware but do not know what they can do to help

Not aware of the problem and/or do not care about the victims

This pyramid is relevant to people and stakeholders in developed and developing countries.

#BetterLIFE

Challenges and Limitations

EMPATHY

BRIEF BUDGET

IMMEDIACY GLOBAL REACH

#BetterLIFE

Insights

ATTRACTIVE

IMMEDIACY

PERSONAL

EVERYONE WANTS A BETTER LIFE

#BetterLIFE

THE BIG IDEA: #BetterLIFE

#BetterLIFE

Strategy

Video campaign launches a 360 approach that revolves around the subversive #BetterLIFE idea

Fundraising is the secondary target

#BetterLIFE

ImplementationLAUNCH

All activities designed to be scalable and activated across the year

Video Campaign #BetterLIFE tool

OTHER ACTIVITIES

Sectoral and geographical engagement

Content Programme Ambassador outreachFundraising

World Day against TIP

Awareness Tracker

#BetterLIFE

EARNEDOWNED

Channels

SOCIAL

EARNEDMedia Relations Traditional PR

SOCIALPartnershipsCelebrities

OWNEDWebsiteSocial Channels

PAID

#BetterLIFE

Results

AWARENESS TRACKER

MEDIA COVERAGE DIGITAL FOOTPRINT

CONVICTIONS

DONATION INCREASE AND DIVERSIFICATION

MEDIA COVERAGE

MAKE HUMAN TRAFFICKING RELEVANT

MIRROR SHARED EXPERIENCES AND ASPIRATIONS

CONVERT EMPATHY INTO ACTION

#BetterLIFE