The entire campaign was to highlight human trafficking, and the problem it is around the world. It started last year as an ambient idea whereby we put real children into a shop window in Nelson Mandela Square for an hour with a "for sale" sign behind them. It got noticed both locally and internationally through PR and award ceremonies. The 'kids for sale' idea was also picked up by a production house, who loved the idea so much that they produced and filmed a television commercial for us for free, which was fantastic.

We gathered the same kids we had used in the original ambient idea. We secured the first 10 minutes of the SA Sanlam fashion week, and had a small rehearsal about 2 hours before the show began. We had given the technicians a jpg picture of the artwork we had used, which was then projected onto a plasma screen at the back of the runway. When the time came, the kids literally just walked out onto the ramp, and walked off. The message behind them being:'For Sale - 3 to 6 year olds, 7 to 11 years olds', and so on. The message was clear.

The event became a major talking point, and generated an influx of phone calls and telephonic leads, that necessitated the International Organisation of Migration to come on board. The campaign has been extended into Africa and has been selected to be broadcast on Euronews in the programme 'One Minute of Responsibility'.