• THE ASK

    What could we do to help our partner, the End It Movement, raise awareness about the horrors of sex trafficking?

DID YOU KNOW?

We began by learning about sexual slavery in the US. Here are a few things that startled us:

  • Thousands of girls are sold into slavery every year.
  • Many girls are trafficked to major US sporting events.
  • The average age of these enslaved girls is fourteen.
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  • THE ANSWER

    We created a campaign based on a simple idea: if you could see it, would you end it?

FACE TO FACE WITH CHILD PROSTITUTION

Our plan was to disrupt the Final Four basketball tournament by viscerally exposing the reality of the sex trade that happens around it.

First we stripped away the solid sides of a box truck and replaced them with glass. Then we filled the truck with committed actors who agreed to portray young women and girls who had been sold into sexual slavery. Makeup artists applied dirt, scars and bruises, while directors coached the actors to appear as terrified captives.

From there, the truck headed into the huge crowds outside the Final Four tournament, where attendees found themselves within inches of this brutal, disturbing and arresting scene. Our goal was to snap people out of their revelry with a cold, hard look at the truth…but would it work?

 

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  • OUTCOME

    Reactions from Final Four attendees ranged from shock to outrage to heartbreak. And then something very unexpected happened.

THE BEST RESULT OF ALL

Naturally, we were heartened that the media and social response was swift and dramatic. The story was picked up by journalists and bloggers around the world, and in less than two days, the related YouTube video had racked up over 150,000 hits. Eventually, it would reach over a million organic, nonpaid views.

But this, of course, is what we’d hoped for. What took us all by surprise, and touched us to our core, was when the FBI launched a sting operation targeting Final Four sex traffickers one day after our event.

Thus, here are the numbers that count most: 21 people arrested for child exploitation and 7 children rescued.

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  • RECOGNITION

    It was an incredible honor when our “Trafficking in Traffic” truck earned several industry awards.

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