Cannes Lions

PACIFIC LINKS ANTI-TRAFFICKING TAGS

OGILVY VIETNAM, Ho Chi Minh City / PACIFIC LINKS / 2019

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OVERVIEW

Background

Every year in Vietnam, thousands of children and teens are illegally trafficked to China, Cambodia, Malaysia and Europe. Forced into marriage, prostitution and slave labor.

Pacific Links, the leading Anti-Trafficking organization in Vietnam, is trying to find cost effective ways to educate and stop it. The budget was zero. So we needed an idea that didn’t cost a lot and that Traffickers wouldn’t be looking for.

Idea

When trafficked everything is taken from the victims except their clothes. So we made their clothes the solution. Creating Anti-Trafficking clothing tags designed to look like any common clothing tag. The tags can be sewn into any type of clothing, so traffickers would never notice them. The tags contain crucial information to help the victims call for help from help hotlines, Vietnamese Embassy and police. The tags are in multiple languages in Vietnamese for the trafficked and other languages for the possible countries they might be trafficked too. With the hopes if the worst happens they will have a life line in the shape of discrete clothing tag. Creating a way to help trafficked victims that Traffickers won’t suspect.

Strategy

Our target audience is Vietnamese girls in high risk rural areas. Our other audience is human traffickers. We needed to find a way to help the Victims without the traffickers noticing. When the victims are trafficked everything is taken from them except their clothes. So we made their clothes the solution. Creating Anti-Trafficking clothing tags that can be sewn into any piece of clothing. Designed to look like a common clothing tag so traffickers would never notice them. Containing crucial information for the victims to call for help. In multiple languages. Vietnamese language for the trafficked and other languages, like Chinese, for the country they were potentially trafficked to. Pacific Links, the leading Anti-Trafficking organization in Vietnam, is a pro bono and has a very limited budget so these needed to be cost-effective. Over 25,000 tags were passed out in the first month.

Execution

The idea was to find a cost-effective way to help educate and help potential Victims with the Anti-Trafficking tags. The Tags were designed to look like common clothing tags so traffickers wouldn’t notice them. Starting in December 2018 Pacific Links began to incorporate the Anti-Trafficking clothing tags into their educational outreach program. Over 25,000 tags and over 3,000 shirts were produced in the first month to be distributed in high risk areas in Vietnam. Pacific Links plans to continue using the TAGs as part of their outreach program.

Outcome

Pacific Links now incorporates the Anti-Trafficking tags into their outreach program to help educate people in high risk areas of the dangers of Trafficking in Vietnam. The tags are simple and cost-effective way to help potential victims and were produced for free from a clothing company donating their resources. Starting in December 2018, over 25,000 tags were produced in the first month to be distributed in high risk areas in Vietnam. When the tags were passed out for the first time a mother asked Pacific links why they didn’t pass the tags out last year before her daughter was taken.