Stuck in Traffick

Task: Did you know that up to 3,000 children are trafficked each year in NYC? It’s absolutely horrific. Our team at GSW Advertising partnered with Covenant House, one of the largest American nonprofits supporting unhoused and at-risk youth, to expose the city’s evil underbelly to everyday New Yorkers and to generate donations for their cause.

Execution: We created videos, print ads, social media posts, and radio spots centering our provocative campaign headline, “The traffick in this city is far worse than you think.” We collaborated with the app Curb and took over 6,000 NYC taxi screens during Human Trafficking Awareness Month.

Result: Our videos reached 12 million New Yorkers in one week. The campaign received over 1,000,000 impressions.

My role: My art partner and I pitched the conceptual idea for the taxi videos. Staged as a putrid invitation from pimps, we sought to shock, disgust, and enrage our audience to spur them into action. After hours of research, many rounds of revisions, and lots of self-care walks around Battery Park, we came up with a script that we thought did just that.

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Our Team

Agency: GSW Advertising

Art Director: Alyssa Porchetta

Copywriter: Taylor Kissinger, Ron Larson