Title	STOP ONLINE TRAFFICKING OF CHILDREN
Brand	ECPAT
Product/Service	AWARENESS ABOUT ONLINE TRAFFICKING OF CHILDREN
Category	A09. Charities & Non-profit
Entrant	GULLERS GRUPP Stockholm, SWEDEN
Idea Creation	GULLERS GRUPP Stockholm, SWEDEN
Media Placement	GULLERS GRUPP Stockholm, SWEDEN
PR	GULLERS GRUPP Stockholm, SWEDEN
Production	GULLERS GRUPP Stockholm, SWEDEN
Production 2	LIGISTFILM Stockholm, SWEDEN

Name	Company	Position
Jerker Belvert	Gullers Grupp	Creative Director
Johan Yilmaz	Gullers Grupp	Creative Director
Hanna Landing	Gullers Grupp	Copywriter
Cajsa Correa	Gullers Grupp	Production Manager
Kajsa Runnérus	Gullers Grupp	Producer
Isaac Kuehnle-Nelson	Gullers Grupp	Developer
Johan Brandt	Gullers Grupp	Account Manager
John Gille Columbus	Gullers Grupp	Creative
Ulrika Enström	Gullers Grupp	PR consultant
Peter Mars	Ligistfilm	Film director
Carl Ljungdahl	Ligistfilm	Producer

The Campaign

The concept “Stop online trafficking of children” captured the reality of that while some children are in their safe Christmas environment others are being sexually abused. The movie starts of by showing a safe Christmas environment. A casual conversation about buying Christmas presents suddenly changes into being about purchases of child pornography. To increase the film’s credibility, the conversation between the perpetrators was based on a real Swedish criminal case. The film ends with a call to action to donate to Ecpat. The campaign was extended using an advanced sharing logic where each donor got a text message saying thank you and that the ambassador Noomi Rapace has something important to tell them. They received a personal video message from ECPAT ambassador Noomi Rapace where she holds a sign with their profile picture. The personal film made the engagement amongst the donors to spread.

Execution

To ensure maximal exposure the campaign was released when the Swede’s were caught up with Christmas decorating in the end of November. The campaign was first launched in Sweden´s biggest morning TV show where Ecpat got 20 minutes of air time. The produced campaign movie was shown during the broadcast, without being labeled as commercial. The day before, a press release about the campaign was sent to Sweden’s biggest news agency which made the news go national in morning papers, the same day as the launch. At the same day some of Sweden’s biggest influencers were contacted. All of them were positive to spread awareness about the problem in their own channels and encouraged their followers to support Ecpat. When the number of donors increased, the personal film helped the organic reach and increased visibility.

Results: PR, social media, and influencers gave the film a reach of over 5 million. The number of new monthly donors increased by 31% and the number of one-time donors by 40%. By combining different media who spread the campaign it was possible communicate the message widely. On TV Ecpat got the opportunity to dive into who they are, what the problem is and how it can be solved. In morning papers the problem was highlighted with an objective and neutral approach. Influencers could deepen the emotional dimension combined with messages about how the reader could support the work of Ecpat in the best possible way.

The Situation

The campaign is relevant for PR because it highlights an important societal issue which few people have knowledge about, in a way that engaged newspapers, TV, influencers and potential monthly givers. For an organisation with limited budget, with a goal of bringing attention to an existing problem in Sweden, PR with high trustworthiness became central. The message was framed to be lifted by different media that the target group, parents with small children, listened to. The campaign made an uncomfortable subject personal and present, which in return increased the number of monthly givers.

The Strategy

For a non-profit organisation with a limited budget, earned media became an important part of the strategy. We wanted to highlight that reporting of child sex abuse material is on the rise in Sweden. To make sure that the target group of parents between 25-40 years became committed it was important to show the campaign on several places. Therefore their media habits were analysed carefully. The analyses showed that morning papers, morning TV shows and influencers had the biggest impact on the target group. The strategy was to create a concept that could engage traditional media as well as potential donors. With that in mind, the campaign was made in a way that combined both hard facts and statistics about the problem combined with emotional messages about the affected children as well as the Christmas shopping. The PR-plan was created to assure maximal exposure during a busy time.