Blue Heart Campaign against Human Trafficking Public Relations Proposal BACKGROUND /CONTEXT Victims of human traffic are all around us: they may wash the dishes at our favourite restaurant, pick fruits on a farm or work at a strip club nearby. At any given time here are an estimated 2.4 million people being exploited by human traffickers. A global enterprise worth an estimated US 32$ billion, human trafficking affects nearly every country in the world. Statistics say that human trafficking is the third most profitable crime industry worldwide, with an average cost per slave of 90$. And even though we are caught with our everyday activities and may not feel the burden of the problem, human trafficking is a <<plague>> that attacks irrespective of race, age, sex or education and it is a crime that shames us all. The Blue Heart Campaign against Human Trafficking is an awareness-raising campaign initiative by UNODC to fight this crime and highlight its impact on society. The campaign seeks to inspire action to help stop human trafficking, and encourage people to show solidarity with victims by wearing the Blue Heart. BRIEF AND MAIN BARRIERS TO OVERCOME Make the most of the first International Trafficking Day by supporting the victims of human trafficking and promoting the Blue Heart Campaign as an international symbol against this crime. Key barriers to overcome Social causes noise The invisible prison The misperception veil There is a huge amount of social causes and fundraising campaigns that ask for our support. How do you pick a cause over another? we barely see the hardships and trauma victims of human trafficking are facing with because they all happen behind closed doors When we see a prostitute, a child beggar or an illegal worker, we tend to perceive only the felon and not necessary the victim behind OBJECTIVES Communication objective Raise awareness over The Blue Heart Campaign and promote it as an international symbol against this crime Strategic objective Increase contributions from public towards victim support STRATEGIC APPROACH Giving is a personal act and the act of giving is immediate create a fundraising mechanism able to generate empathy and simple enough to be efficient. Use familiar daily routines Give a real value to the Blue Heart symbol and transform it into a powerful instrument that will both raise awareness on human trafficking victims` trauma and facilitate the donations. Use relevant data for emotional storytelling in order to help people understand the multi-level burden of this crime. THE CREATIVE IDEA Human traffickers put a cost on the absence of freedom. Why don’t we create a virtual currency that will help victims reclaim their freedom? Introducing: Communication objective Raise awareness over The Blue Heart Campaign and promote it as an international symbol against this crime is a virtual currency that will work both as a mechanism for fundraising and as a campaign awareness tool. The Blue Heart Freedom Coin Strategic objective Increase from public Each individual donor will auction any desired amount ofcontributions money in exchange of thetowards freedomvictim coin support The Blue Heart Freedom coin is the main currency in an economy of goodwill. EXECUTION Involve people in solving the problem, and offer them a simple solution Emotional impact – put the problem on the public agenda 3 2 1 Celebrity PR Stunt - Get general public and media attention Ongoing awareness through punctual activations and editorial strategy The Blue Heart Freedom Coin and the Freedom Stock Exchange platform Creative editorial plan and Blue Heart Freedom Market Communication channels: Owned – website and mobile app, Facebook page Earned – TV, print and online media Bought – TV and radio media partnerships during financial news reports 1 CELEBRITY PR STUNT- THE RANSOM 1. Jennifer Lawrence – the oppressed and helpless prostitute. Maisie Williams(famous Game of Thrones Actress) – the child beggar Will Smith – the man enslaved into forced labour Mark the International Human Trafficking Day by announcing the Blue Heart Freedom Coin through a celebrity PR stunt. Three powerful international voices, three real life human trafficking situations address the mental, emotional and physical issues of HT Short, powerful candid camera like videos surprising these celebrities in the role of human trafficking victims. The three movies will be made public on celebrities` social media channels as a cry for help. At the end, the actor will make a strong call to action against indifference towards human trafficking victims and will invite the general public to auction for their freedom by donating Blue Heart Freedom Coins. 2 THE FREEDOM STOCK EXCHANGE Human trafficking is an illegal economy. What if we could help dissolve this economy by launching a freedom stock exchange? Communication objective Raise awareness over The Blue Heart Campaign and promote it as an international symbol against this crime Strategic objective Increase contributions from public towards victim How will it work? support For each Blue Heart Freedom Coin bought and donated during the campaign, the value of this illegal economy diminishes and is eventually abolished and more HT victims helped. Everyday, the value of the freedom coin will be established by the average value donation (Total Daily Sum Donated/ Total No. of Donors). The Freedom Stock Exchange will be visualized through a real time infographic on UNODC website showing how much money people invest in freedom. 3 ONGOING COMMUNICATION EDITORIAL STRATEGY Short reports inserted during financial TV shows daily announcing the general public of the value of Freedom Coin & evolution of Freedom Stock Exchange. Celebrity objects auction during TV shows, involved celebrities will donate a personal object and viewers will have to auction with BH Freedom Coins in order to obtain that object. Human Trafficking real stories media pitching. Interviews with the survivors THE BLUE HEART FREEDOM MARKET Invite brands to support the campaign by donating products. Estimate the product`s value in Blue Heart Freedom Coins and sell these products on a digital freedom market (on UNODC platform). The market is an ongoing tool meant to stimulate donations and give donors incentives for getting involved. The market could be permanently supplied with new good as new companies join the initiative and donate. Mobile app Partnership with key accounts and shopping centres to support the initiative: on every price label, find the Blue Heart Freedom Coin price equivalent and a QR code enabling buyers direct access to the online freedom market through their smartphones. KEY PERFORMANCE INDICATORS EXTENDED MEDIA COVERAGE Blue Heart Campaign to be featured on key media outlets worldwide. INTERNATIONAL CAMPAIGN ECHO Blue Heart Campaign to become top social trend on 30th of July (acc. To Google & Twitter) FUNDRAISING GLOBAL EFFORT Increase the number of freedom investments to a total of 2.4 million Blue Heart Freedom coins.