Title	SWIPING OUT SEX TRAFFICKING
Brand	THE IMMIGRANT COUNCIL OF IRELAND
Product/Service	THE IMMIGRANT COUNCIL OF IRELAND
Category	G01. Social for Mobile
Entrant Company	EIGHTYTWENTY Dublin, IRELAND
Advertising Agency	EIGHTYTWENTY Dublin, IRELAND

Name	Company	Position
Alexis Bouckaert	Eightytwenty	Creative Director
Cathal Gillen	Eightytwenty	Planning Director
David O'keeffe	Eightytwenty	Copywriter
Darren Gorey	Eightytwenty	Photographer
David Carberry	Eightytwenty	Designer
Leah Ernstberger	Eightytwenty	Account Executive
Clara Kelleher	Eightytwenty	Account Director
David Connor	Eightytwenty	Ceo

Creative Execution

We created fake profiles, based on real people helped by the Immigrant Council. Each story illustrated a different facet of human traffic: abuse, coercion, under-age exploitation. A core aspect of Tinder is the linear way in which users explore each other's profile. We used that to create narratives with the photos, each becoming successively more revealing and extreme. The photos were branded images with copy explaining the succession of photos and call for people to get involved. We launched the campaign during the Dublin Web Summit, an event which draws massive international media to generate as much buzz as possible.

We had 12-15k matches on Tinder, a multiple number of which would also had viewed the profiles. A big part of the success of the campaign was the coverage it received in Irish and global media, in places such as Time, The Journal, Mashable, The Daily Mail, Vice, Huffington Post (US, UK and Germany), Independent, France24, Buzzfeed, Telegraph.co.uk, Metro (Ireland/US), Mirror (UK & Ireland), and Fast Company amongst others. The fact that the campaign featured so heavily in global media also resulted in additional pressure put on the Irish government from abroad. There were over 100k social shares & engagements, 45 million social impressions, with an estimated earned media value over €1.5m, (73,000% ROI). The campaign also resulted in thousands of emails being sent to TD’s. Three weeks after the campaign finished, the Irish Government published a new Criminal Law (Sexual Offences) Bill.

In Ireland, an alarming part of prostitution is based on human trafficking. Immigrant women and girls are tricked and forced into the sex trade. One of the missions of The Immigrant Council of Ireland is to put a stop to this. They briefed us with raising awareness among young men that many prostitutes are victims of coercion. Without a media budget, we opted for shock tactics in the hope the message would travel on social media. We used Tinder, an location based, ad-free mobile dating app, to illustrate that there's more than meets the eye to some seemingly consensual encounters.