Cannes Lions
AREA 23, AN FCB COMPANY, New York / CONFIDENTIAL / 2017
Awards:
Overview
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Credits
Description
We transformed an existing media, the standard-issue otoscope (the instrument inserted into the ear during an examination) into the first ever tool to diagnose human trafficking. By invisibly installing audio technology inside the casing, we could play a discreet rescue message directly into the victim’s ear. And, because most victims of trafficking don’t speak English, we recorded it in several key languages—accessible at the click of a button.
For the first time, doctors could covertly communicate with patients and confirm their suspicions of human trafficking, and then work with the anti-trafficking organization, Polaris, to get them the support they need to start a new life. Data collected is being used to prevent more vulnerable people from becoming modern-day slaves.
At the same time, we launched a microsite, www.antitraffickingexam.com, accessible only to medical professionals, as a platform for physicians to learn more, communicate with Polaris and order the device.
Execution
In 2016, we partnered with Dr. Stephen Gomez (Director of Emergency Medicine and lead advisor on abuse for three ERs in the Northeastern US), and anti-trafficking organization Polaris, to develop the world’s first Anti-Trafficking Exam.
We transformed an everyday otoscope into a tool that sends a potentially life-saving message directly into the ear of a victim – in their native language and without alerting their captors. Once discreetly signaled by a patient, the doctor continues treatment, before calling the Polaris 24-hour hotline: 1 (888) 373-7888. Polaris directly intervenes—providing a decision regarding law enforcement intervention, and resources like shelter and legal support.
In December 2016, we began piloting The Anti-Trafficking Exam in hospitals in the Northeastern US. It’s an ongoing initiative with plans to lobby The American Board of Emergency Medicine to include it as standard practice. This decision could see it implemented across the entire United States of America.
Outcome
To maintain the anonymity of The Anti-Trafficking Exam we decided not to raise awareness through traditional forms of PR. Instead we piloted it throughout hospitals in the Northeastern US, and leveraged word-of-mouth within the healthcare community.
There’s been substantial interest, and our microsite (restricted to medical professionals only) has so far received 143 enquires from hospitals wishing to implement the initiative as soon as possible. All profits from sales are used to help fund Polaris’ fight against modern slavery.
Furthermore, the new data collected during and after an exam is helping Polaris prevent even more vulnerable people from becoming modern slaves.
The Anti-Trafficking Exam has raised awareness among physicians—making them more vigilant to the signs and symptoms of trafficking abuse.
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