Joy Smith Foundation
Trafficking Signs
Sex trafficking is a growing crisis in cities and towns across Canada, with youth being manipulated and forced into the sex trade every day. To fight this, education is the greatest weapon. That’s why Diamond created a national awareness campaign in partnership with the Joy Smith Foundation, Canada’s leading authority on combating human trafficking.
The warning signs of sex trafficking are there in plain sight if you know what to look for. This integrated campaign is all about making trafficking signs as obvious as traffic signs to give every Canadian the know-how to actively keep youth safe.
Street-level stats.
Being a local problem, we needed our integrated campaign to meet people where they live and work. And after a generous donation from Outfront and Pattison, we had the chance to share some shocking stats across Canada.
Digitally distributed.
The website acted as the campaign hub. Primarily educating visitors on how to see the trafficking signs, but further resources were available for various audiences including downloadable offline resources for educators, online assets for social media and even an e-book with the crucial life-saving info collected into one reference.
Some of that great content was repurposed into influencer kits shared with Canadian content creators to help further spread the message.
PR Launch Event
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CLIENTS: Joy Smith Foundation / DATE: February 2023 / COPY: Dave Stevenson / DIRECTOR: Paul Ried & Nicholas Taylor / PRODUCTION: Untitled Films + Vinny Gill / STILL PHOTOGRAPHY: Nicole De Kohrs / WEB DEV: Anthony Cholmondeley