Martin|Williams Attracts Global Attention for its Human Trafficking Awareness and Drug-Free America Campaigns

Martin|Williams will garner the attention of more than 400,000 soccer fans for its campaign, “Red Card," which distributes Red Cards to fans with facts and headlines that include,  “The youngest pro footballer signed at 14, which is old if you’re a sex slave.”

The campaign, in conjunction with Not For Sale, an anti-human trafficking nonprofit started in California in 2009, uses traditional and nontraditional media to drive home awareness for the more than 30 million slaves who inhabit the world today.

David Batstone, founder of the Not For Sale Campaign said human trafficking is an issue that affects everyone, noting that “the eyes of the world” will be glued to South Africa for the World Cup.

 “This campaign will be a powerful tool in helping us capture the attention of World Cup fans and raise awareness of modern-day slavery,” he said.

Not For Sale projects that about 50 percent of slaves are under 18-years-old. The campaign’s emphasis on children is highlighted with headlines such as “Child slaves outnumber pro footballers. Makes you wonder what your favorite pastime really is.”

The agency called human trafficking “the most serious offense against humanity.”

Red Cards will also include the message “Stop Offenses Against Children” in the campaign’s efforts to combat modern-day slavery through awareness.

While the agency fights for increased awareness at the World Cup, its campaign, “One Powerful Mother,” has attracted national attention for its “Birth” spot. 

The 30-second spot, which was produced pro bono for the Partnership for a Drug-Free America, illustrates a woman giving birth to a teenage boy and shortly after sternly telling him, “Don’t even think about going to Kevin’s.”

A voiceover reminds viewers that it takes a powerful mother to have a teen, going on to say, “Keep yours safe and stay sane at drugfree.org.”

The campaign included print and online components to send an encouraging message to mothers to keep their teens away from drugs.

Tom Moudry, the campaign’s chief creative officer said so much advertising uses scare tactics that don’t work.

“Instead of appealing to parents’ fears, we wanted to use a humorous approach to deliver the message—it can be challenging having a teen, but there are resources out there to help,” he said.

The AICP show premiered at The Museum of Modern Art in New York and will tour museums around the world. The organization will screen a show at the Guthrie Theater in October.

notforsalecampaign.org

aicpshow.com