Social Marketing Example #15: Michigan State Police – Look Again Human Trafficking

Abigail McGrath 10/07/19 - 9:53 am

Human trafficking campaign

It’s hidden in plain sight. In your community, or the next. If you saw it happening right before your eyes, would you know?

To bring awareness to the incomprehensible human trafficking epidemic, the Michigan State Police and Department of Justice released a video during 2018’s National Human Trafficking Awareness Month.

The video, which quickly went viral, highlights the subtle signs of human trafficking and what people often miss. It starts out with what appears to be a normal day. We see sunshine, service workers fixing homes, residents going about day-to-day life.

But after rewinding the video and re-evaluating the seemingly harmless scenes, the audience learns the truth: human trafficking is happening all around. And only once we know how to spot it can we help put an end to human trafficking.

Did you miss the signs? Go ahead, Look Again.

Why we love it:

Michigan has the 7th highest human trafficking rate in the U.S., and sadly, the problem extends far beyond our state or country. Worldwide, an estimated 25 million people are caught in the grips of trafficking for both sex and labor.

There’s a great need to change the numbers, and that’s why this spot made such a great splash.

The video, which Brogan & Partners was honored to be a part of with Radish Creative Group, was shared on local news stations and thousands of times on social media.

It started conversations and got people mad, shocked and inspired. It showed that when all of us Look Again for signs of human trafficking in our communities, we’re looking out for the good of all.

This is post #15 in our series, 17 wow-worthy social marketing campaigns.

Blog Category: Government Social Marketing

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