Each year, more than 3,600 children are sold into sex slavery in Georgia. With Super Bowl LIII being hosted in Atlanta, BBDO and the nonprofit Street Grace teamed together to ignite the conversation about the issue.
A mile-long moving billboard made of 72 back-to-back school buses (enough to fit 3,600 children) literally stopped traffic in Atlanta to demonstrate that the problem of child sex trafficking is too big to ignore.
The event kicked off a press conference including the Georgia governor-elect, attorney general, and a child sex trafficking survivor. Street Grace, the Georgia Attorney General’s Office, and the Georgia Bureau of Investigation announced a cross-sector partnership, creating a united force to stop the growth and proliferation of sex trafficking across the state.
News coverage of the event generated 120 broadcast and radio segments, a 4,200% increase in mentions across social media, and more than 210 million impressions across earned and social channels.
The month after the campaign, 33 people were arrested on sex trafficking charges in Atlanta.
Role: Integrated Producer
Awards
Cannes Lions International Festival of Creativity
Silver Lion - Outdoor -Transit
Bronze Lion - Cannes Lions Outdoor - Live Advertising & Events
Bronze Lion - Cannes Lions Direct - Brand Experience & Activation - Guerilla Marketing & Stunts
Bronze Lion - Cannes Lions Direct - Use of Ambient Media: Large Scale
Effie Awards - AWARDING IDEAS THAT WORK
Gold Brand Experience: Live
The One Club For Creativity
ADC Best of Experiential Design
ADC Gold Cube - Experiential Design / Live Event
ADC Gold Cube - Experiential Design / Guerrilla / Stunt
One Show Bronze Pencil - Direct Marketing Billboards & Transit