Problem
Human trafficking has become the second largest type of criminal activity, after illegal drug trade globally. It is estimated that there are more than 20.9 million men, women and children living as victims of human trafficking around the world. More than half of these are in Asia Pacific. Social media is increasingly used as a platform to prey on vulnerable groups for the purposes of servitude, slavery, forced labour and sexual exploitation by means of fraud, deception and coercion.
Approach
Since 2015 Love Frankie has supported the design and implementation of a comprehensive educational safe migration campaign for IOM across Asia Pacific to drive awareness and increase prevention of human trafficking. Love Frankie has been the lead agency partner for the program’s public engagement strategy and has produced a suite of targeted educational content including music videos & PSAs, a long-form drama program, a series of animated shorts and digital content incorporating impactful behaviour change messaging targeted at both at-risk and demand audiences in countries across the Asia Pacific region.
Impact
Reach: ‘Open Doors’ - Over 77 million views online Impact: Positive attitudes increased by up to 32% after watching Open Doors Action: over 5,000 action taken onlineServices
Qualitative research, campaign strategy, content pre-testing with target audiences, content production, influencer engagement
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