We thought the best place to take this message would be Sexpo, a lifestyle exhibition with a focus on sexuality; to remind people that, while sex is certainly a positive thing, it can also have a dark side. Because of the nature of Sexpo, there was a risk that Salvation Army’s presence would be seen as intrusive and unwelcome. Our messaging needed to fit into the environment, while still making an impact.

We felt that creating a font made up of naked women would fit perfectly into the Sexpo environment, and the initial impression of beauty would make people want to take a closer look, leading them to see that the women in the font were bound and abused. This would serve as a reminder that you may see slaves every day, but you won’t know until you look closer.

The Salvation Army stand received significant attention at Sexpo, with more than 10% of attendees adding their names to a list of those willing to publically speak out about sex slavery. The story was covered on national news station eNCA and in several newspapers and blogs.