Sex trafficking has quietly become Canada's fastest growing criminal industry. Despite increasing news coverage, the teenage girls most often targeted by traffickers are still largely unaware the problem even exists. Covenant House needed to get the word out in a way that would get noticed.
To sex traffickers, girls are just products - so we launched a fake fashion brand where the products were the models themselves. And since teen girls like to shop online, we introduced the brand with actual shoppable ads across a range of social media platforms to make sure they'd get seen. Then we targeted them to areas frequented by sex traffickers - like schools, community centers and malls.