Stopping Traffick

A Marketing Story by Porter Novelli about Street Grace

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Street Grace

Education & Training

Challenge

Each year, more than 3.6 thousand children are sold into sex slavery in the state of Georgia, and while residents often bring up the issue of traffic in its capital, trafficking doesn’t receive the attention it needs.

Solution

With the eyes of the nation focused on Atlanta for Super Bowl LIII, our team, BBDO and the nonprofit Street Grace set out to use traffic to talk about “traffick” by lining the streets with 72 back-to-back school buses (enough to fit 3.6 thousand children on their way to school), facilitating cross sector partnership with Georgia’s Governor-elect, and executing an integrated campaign across social and traditional media to ignite conversation and action around Domestic Minor Sex Trafficking (DMST).

Event Management

Social Media Management

Results

Together, our team and partners at both BBDO and the nonprofit Street Grace secured more than 400 placements, including top-tier outlets, 120 broadcast and radio segments, a 4,200% increase in mentions across social media, and more than 210M impressions across earned and social channels. In fact, less than one month after our campaign, 33 people were arrested on sex trafficking charges in Atlanta.