Brand Experience and Activation > Culture & Context
OGILVY VIETNAM, Ho Chi Minh City / PACIFIC LINKS / 2019
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
Pacific Links leads Anti-Trafficking efforts at the frontiers of Vietnam by increasing access to education, providing shelter, reintegration and more. Their outreach program goes out to high risk areas in rural parts of Vietnam. The Anti-Trafficking tags have been incorporated into their outreach program. They pass the tags out while they educate them about the risk of human trafficking. They show them how to sew the Tags discretely into clothing and use them to find help.
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.
Describe the creative 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.
Describe the 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.
Describe the 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.
List the results
The Anti-Trafficking tags help in the education, prevention and as a lifeline of help to stop human trafficking. So at risk Vietnamese are given a better chance to avoid slave labor, prostitution, and forced marriages.
Pacific links incorporated the Anti-Trafficking tags into their outreach educational program when visiting high risk areas in Vietnam. Over 25,000 tags and over 3,000 shirts were passed out in the first month from Pacific links. Giving hope all with a few inches of nylon.
Please tell us about the social behaviour and/or cultural insights that inspired your campaign
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. How can Pacific Links, the leading Anti-Trafficking organization in Vietnam, help educate and prevent this so at-risk Vietnamese can grow up to live normal and productive lives. The Anti-Trafficking tags became part of Pacific Links educational outreach program in high risk areas in Vietnam. The tags became an inconspicuous device to help a victim if they get trafficked and help find their way back home to loved ones.
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