Title	SWIPING OUT SEX TRAFFICKING
Brand	THE IMMIGRATION COUNCIL OF IRELAND
Product/Service	CAUSE AWARENESS
Category	A01. Creative Effectiveness
Entrant	EIGHTYTWENTY Dublin, IRELAND
Idea Creation	EIGHTYTWENTY Dublin, IRELAND

Name	Company	Position
Alexis Bouckaert	Alexis.bouckaert@eightytwenty.ie	Creative Director

Brief Explanation

The Challenge Previous sex trafficking communications campaigns by the Immigrant Council of Ireland lacked cut through; their audience was often difficult to reach through more traditional media. The Irish public were generally unware of the situation in Ireland when it came to sex trafficking, assuming it is something that happens in developing world countries. It was important to put pressure on the Government to introduce new legalisation on the issue through as many sources as possible, such as contact from constituents and coverage in national and international media. Our brief was to develop a campaign on a limited budget that would educate the Irish public and make noise in the media. The Insight We saw an opportunity to use Tinder, a popular app but one that was relatively untapped for communications campaigns. Tinder profiles are often stories of people in their own right with a core part of how it is used being that they create a persona of themselves. We used this functionality of users having multiple photos to tell our stories. The Idea We created a number of fake profiles using 3 different stories to create a narrative using native Tinder functionality. These were real life stories of sex trafficking victims, with any identifiable information removed. The profiles featured pictures of girls, with every swipe illustrating the impact of sex trafficking, ending with messages related to the issues they face. Alongside reach within Tinder itself, we saw an opportunity to leverage PR around the campaign. We targeted tech journalists by launching the campaign around the Dublin Web Summit using Android emulators on PC’s to allow us to set a GPS of choice, honing in on the RDS where the Web Summit was taking place. We also used social listening software to identify journalists and media influencers who had a soft spot for Tinder based news. We then approached our target groups with assets to allow them to share through their channels. The Work • Underage – This profile centred on the young age of some girls involved in sex trafficking. • Scars - This showed the physical & mental scars that victims of sex trafficking suffer. • Held – This focused on the fact that woman are being forced into the sex trade.