Street Grace – #StopTraffick | Georgia’s 72 Buses Long Stance on Child sex trafficking
Atlanta is a city in the state of Georgia that experiences some of the worst traffic in the world. However, the traffic on the roads of Atlanta isn’t even comparable to the Child sex trafficking epidemic in the state. In a bid to tackle the issue head-on, attorney general Christopher M. Carr partnered with a non-profit organization called Street Grace to deliver a compelling campaign. The event called Stop Traffic was kicked off by a press conference hosted by the attorney general himself.
What followed the press conference was a caravan of 72 school buses that embarked on the roads of Atlanta with a powerful message about Child sex trafficking in the state of Georgia. The idea was conceptualized by the marketing firm BBDO Atlanta, and the message it delivered was simple. Each bus represented 50 kids that are subjected to sex trafficking in Georgia. The chain of 72 buses symbolized the estimated number of 3600 kids in the American state who are victimized by sex traffickers.
The aftermath of the campaign brought the topic that nobody wanted to talk to the front and centre of the public eye. The Facebook engagement for the campaign turned out to be enormous. #StopTraffick also became the trending topic on Twitter. Furthermore, the campaign amassed 43 million social media impressions within the brief timespan of 48 hours. Decals associated with the campaign were also inserted in different parts of Atlanta. They acted as portals that provided access to various online resources. The campaign’s website provided an avenue for reporting sex trafficking as well as access to help and support for victims.
Stop Traffick — Case Study
All in all, the campaign proved that government agencies could also use the power of marketing to bring about positive change.
Credits
AGENCY: BBDO Atlanta
Client: Street Grace
Campaign: #StopTraffick
Global Chief Creative Officer: David Lubars
Chief Creative Officer, Atlanta: Robin Fitzgerald
Senior Copywriter: Emily Miller
Senior Art Director: Lauren Culbertson
Art Director/Designers: Sara Lowe, Hayley Efird
Head of Production: Marc Calamia
Integrated Producers: Reid Howard, Stacey Coker
Senior Developer: Brandon Jones
Senior Project Manager: Becky Ocampos
Head of Account: Tami Oliva
Account Executives: Shannon Collins, Lauren Herstik
Business Manager: Meredith Thornhill
Production and Editorial: Bark Bark
Editorial: Hero Post
Sound Design: Jamie Shepard
Print Production: Color Spot
Public Relations: Porter Novelli
Tags:
BBDO Atlanta, Street Grace, Atlanta Police Department, Human Trafficking, Stop Traffick, Sex Trafficking, Child sex trafficking, Cannes Lions, Outdoor, Awareness Campaign, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Gwinnett County Public Schools
