When we first began to brainstorm the client and my creative director seemed to be missing the big picture. They were only looking at this as an awareness campaign, alerting the commuting bus traveler to the issues of human trafficking.
I felt very strongly that they were missing an opportunity to help someone that is actually caught in this awful reality. I was able to convince them that we needed to speak to 1: the commuting passenger to alert them to the issue, 2: the potential victim and warn them, 3: the current victim to give them a voice and hope.
I came up with the campaign tag of “Be The One – BT1” that we were able to pull through to our three main messages. I was able to serve as production assistant and project manager, coordinating between our client and 5 vendors while managing all deadlines and budgets for this extensive project.