News

McCann uses pop-up storybook to warn of the dangers of human trafficking and exploitation

McCann Australia has created a four-minute music video in the next stage of a campaign to raise awareness of human trafficking and exploitation.

MTV End Exploitation and Trafficking (EXIT), USAid, Australian Aid and ASEAN have all collaborated in the crusade which features an original song by Paris-based electro pop artist Birkii.

The spot, called “Broken Dreamers”, tells of three characters caught in modern-say slavery who are lured into prostitution, slave labour and domestic slavery, with their stories unfolding in the form of a pop-up book. The video ends with the campaign message: “Let’s give these stories a happy ending”.

McCann Sydney executive creative director Dejan Rasic said: “MTV Exit has done a remarkable job of highlighting the dangers of human trafficking in so many different ways, over many years now. This latest spot is all about education. It’s designed to make people aware of the tactics used by traffickers to lure victims.”

MTV Exit director of creative and content Rebecca Mok said the organisation has been at the forefront of “fusing creative concepts with important pro-social messaging”.

“We hope this new video will educate, engage and empower audiences to learn more about human trafficking and exploitation,” she said.

The video, which will be translated into multiple languages, launches today and will appear on MTV and other online platforms.

Credits:

Client – MTV Exit Foundation

MTV Exit head of creative and content – Rebecca Mok

MTV Exit campaign director – Matt Love

Agency: McCann Sydney

Executive creative director – Dejan Rasic

Creative – Dejan Rasic

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.