Romania - Cannes Lions

Report
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.

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