Title	BUTTON FOR HELP
Brand	RED CROSS OF SERBIA
Product/Service	ANTI TRAFFICKING
Category	F01. Engagement Platform
Entrant Company	NEW MOMENT NEW IDEAS COMPANY Y&R Belgrade, SERBIA
Advertising Agency	NEW MOMENT NEW IDEAS COMPANY Y&R Belgrade, SERBIA
Production Company	EMOTE PRODUCTIONS Belgrade, SERBIA

Name	Company	Position
Dušan Drakalski	New Moment New Ideas Belgrade	Executive Creative Director
Jaime Mandelbaum	Y/R Central and Eastern Europe	Creative Director
Žarko Sakan	New Moment New Ideas Belgrade	Chief Executive Officer
Nemanja Vučinić	New Moment New Ideas Belgrade	Managing Director
Ana Šutić	New Moment New Ideas Belgrade	Creative Director
Svetlana Ćopić	New Moment New Ideas Belgrade	Creative Director
Igor Milovanović	New Moment New Ideas Belgrade	Art Director
Vladimir Radivojević	New Moment New Ideas Belgrade	Art Director
Slaviša Savić	New Moment New Ideas Belgrade	Art Director
Slaviša Savić	New Moment New Ideas Belgrade	Copywriter
Aleksandar Krstić	New Moment New Ideas Belgrade	Agency Producer
Kenan Daljipi	New Moment New Ideas Belgrade	Agency Producer
Kamen Kalev		Film Director
Bogdan Petković	Emote Production	Producer

Creative Execution

This project uses a special interactive device - Button for Help, that interacts with the Police, sending photos and other important data of a possible victim that presses the button, inside women's toilet on gas stations and clubs across Serbia. Also, we created a supporting website www.buttonforhelp.com, where everyone can support the initiative or get help, if one suspects that they may become a victim, or may have become a long time ago.

With this project we raised the initiative before the Serbian Parliament, in order to install this interactive device inside women's toilets on other locations, such as strip bars and clubs, across the country and beyond, in order to help women who may have become victims a long ago.

Every day, many women are being transported across Serbia, to the EU, for the purpose of trafficking. They go on the road believing that somewhere out there, a better life and a decent job is waiting for them. Once they start the journey, these women are under constant supervision. That's why we decided to help them on the road! This project is based on the idea to help the trafficking victims, on that one place where they are being alone - in gas station toilets. So, we installed the Button for help device, and invited them to press the button if they feel in danger. By pressing the button, camera photographs a possible victim, and sends all data to Police.