Digital Campaign of the Week: Stop the Traffik

In the charity's latest viral to highlight child trafficking, a schoolgirl is dragged from her classroom by sinister intruders as her teacher and classmates remain oblivious,

Stop the Traffik viral
Stop the Traffik viral

What is it?

A viral campaign comprising two 45-second films to promote Stop the Traffik's Start Freedom campaign, which was set up to encourage awareness among young people of child trafficking.

The film is also running in cinemas in time for Start Freedom Week, which begins on 8 March.

Why  a viral?

"It's a good way to get alarm bells ringing," says Bex Keer, the charity's UK team manager. "It could reach those who are vulnerable, or those who might recognise where child trafficking is happening in their community or among their age group."

The charity has made the viral available in several downloadable formats in order to encourage supporters to share and distribute it.

Who made it?

Advertising agency Legas Delaney with production company Feel Films, both working pro bono.

How is it being promoted?

On YouTube, and with the help of seeding agency GoViral, which has secured coverage on 50 websites. The films are also due to be shown in cinemas in a pro bono deal secured with Pearl & Dean.

How's it doing so far?

The films have been watched 254,000 times since they were launched on 15 February.

Third Sector's verdict

Two memorable films, both with a menacing atmosphere that should get young people talking and sharing.

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