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Goal & Problem

•  Problem: Sanctuary for Families needs a 360 degree awareness campaign that effectively communicates the problem of sex trafficking in New York.

•  Goal: How can we create a 360 degree campaign that addresses the issue of sex trafficking to New Yorkʼs multicultural audience?

Sex Trafficking

•  Every year, thousands of women and men are brought to New York to work as prostitutes and slaves.

•  One of the biggest problems with creating awareness about sex trafficking, is these people are often not comfortable with openly discussing their stories publically.

•  Another concern, is that those that are even aware of the issue, are ill-informed about its seriousness or struggle to see how it affects them personally.

What doesnʼt work: Desensitization

•  As a group, we are keen to move away from the typical awareness ads that are aimed at shocking or guilt-tripping people into action.

•  Basically, this is because people are desensitized to this approach and are less likely to involve themselves because their interaction with it is so limited.

•  Conceptually, we are keen to show the importance of change but want to avoid creating an empty brand that lacks relevance to the issue. Ultimately, our aim is to be positive.

What will work •  Weʼve decided that one way to instantly raise awareness within New York, is to hold a

public event. This event will take the form of an art exhibition held outdoors, that will act as a forum to discuss trafficking. It will take place in a high traffic area of Midtown Manhattan.

•  For the venue, we will make use of street corners, areas that traditionally have connotations of elicit activity. The initial exhibition will be staged at a closed-off intersection to make use of all 8 wall surfaces, as well as the road and sidewalk areas. This crossroads more broadly represents the concept of coming together, and forms part of the exhibition logo. Also, by using street corners to hold an art exhibition, we are essentially placing a traditionally high-brow function on a site considered taboo, to positively change peoples understanding.

•  We will show the stories of sex trafficking victims through real journals and works from several New York artists.

•  The exhibition can travel to different cities, both is USA and around the world, but will begin in New York in collaboration with Sanctuary for Families.

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Why

•  In branding the exhibit we brought together a term used to suggest change with a word thatʼs in the vernacular of the streets themselves.

•  We used Sanctuary for Familiesʼ gender neutral color that reflects that both men and women are victims of trafficking.

•  The typography is tightly spaced and makes use of a solid font, both of which empower victims by evoking strength and unity.

•  A mathematical symbol, meaning positive, the white squares also creates a shape which suggests that the exhibit is held at an intersection. Viewed on its own, the squares might also be interpreted as 4 works of art hanging on a wall.

What will be there •  Journals with pseudonyms that tell the stories of victims of sex trafficking in

New York

•  Interactive murals where people come together to create a design

•  Wall space showcasing the works of the artists

•  Talks by representatives and artists about the issue

•  Sponsor organizations offering advice and information

•  Fundraising opportunities

How it will look

The Advertising

Print Posters

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Smartphone-Specific Advertising

•  Few cities have embraced the iphone like New York. To take advantage of this audience, a series of ambiguous posters simply showing the Curb cross would be placed around the city.

•  This will generate interest in an interactive manner, that surpasses the assimilation of information from a standard print ad which merely lists event details.

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Social Networking

•  Curb will naturally have an accompanying Facebook event page with information about the exhibit itself but will also promote Sanctuary for Families:

http://www.facebook.com/event.php?eid=182064208473506

•  To spread the campaign further, people will come together to make their profile pictures the Curb. blue, so they feel included in the movement. This will start on January 11th, International Sex Traffick Awareness Day

Graffiti

•  Our campaign will make use of Graffiti, because it fits into the vernacular of New Yorkʼs urban environment.

•  If isolated in the shape of our cross or in the same tone of blue as our branding, it will provide a contemporary (and relevant) advertising medium.

•  One example of how we will use Graffiti, is our ʻArtists Wallʼ. This will be created in a different part of the city. All of the artists represented at the exhibition will come together to tag a mural in recognition of their stand against Sex Trafficking1

1 Style in reference to Barry McGee, Installation created August 30th 2010, Location: Houston Street, New York, NY

Artistʼs Wall

Branding

•  The exhibition branding will be used to promote the event, and will also provide it with a recognizable symbol that when used in isolation can generate curiosity.

Branding continued

Curb and the World

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•  The idea of our guerilla exhibition can spread to different cities around the world