Background

Across Ireland, over 1,000 women and girls are involved in prostitution every day. An alarming number of those are the victims of human trafficking. Our brief from the Immigrant Council of Ireland was to raise awareness of that fact in order to promote as an item of national agenda, and thereby drive societal change.

Strategy

Our core audience, young Irish males, are bombarded with ads and cause-related messages wherever they consume media, making it very difficult to get cut-through. We wanted to catch them off-guard by targeting in a place they wouldn’t otherwise expect.

This would then allow us to dispel the misconception prevailing upon them that consent should always be taken at face value.

Creative

At the time Tinder, the mobile dating social network, was a completely untapped environment for comms. It didn’t yet offer advertising solutions, and guerrilla comms on Tinder were pretty much unheard of.

We created seemingly normal profiles of young women which, in fact, revealed sobering stories inspired by real-life experiences of victims.

And in turn called young men to play their part in Swiping Out Sex Trafficking.