Post on 30-Dec-2015
#BetterLIFE
Observations
Losing momentum and relevance
Global issue
Low conviction rate
#BetterLIFE
STAKEHOLDERSGeneral PublicGovernmentsUNODC Internal MediaBusinessCivil SocietyRelevant NGOsJustice/Social Workers
Audiences
Highly informed and active engagers
Vaguely aware but do not know what they can do to help
Not aware of the problem and/or do not care about the victims
This pyramid is relevant to people and stakeholders in developed and developing countries.
#BetterLIFE
Challenges and Limitations
EMPATHY
BRIEF BUDGET
IMMEDIACY GLOBAL REACH
#BetterLIFE
Insights
ATTRACTIVE
IMMEDIACY
PERSONAL
EVERYONE WANTS A BETTER LIFE
#BetterLIFE
THE BIG IDEA: #BetterLIFE
#BetterLIFE
Strategy
Video campaign launches a 360 approach that revolves around the subversive #BetterLIFE idea
Fundraising is the secondary target
#BetterLIFE
ImplementationLAUNCH
All activities designed to be scalable and activated across the year
Video Campaign #BetterLIFE tool
OTHER ACTIVITIES
Sectoral and geographical engagement
Content Programme Ambassador outreachFundraising
World Day against TIP
Awareness Tracker
#BetterLIFE
EARNEDOWNED
Channels
SOCIAL
EARNEDMedia Relations Traditional PR
SOCIALPartnershipsCelebrities
OWNEDWebsiteSocial Channels
PAID
#BetterLIFE
Results
AWARENESS TRACKER
MEDIA COVERAGE DIGITAL FOOTPRINT
CONVICTIONS
DONATION INCREASE AND DIVERSIFICATION
MEDIA COVERAGE
MAKE HUMAN TRAFFICKING RELEVANT
MIRROR SHARED EXPERIENCES AND ASPIRATIONS
CONVERT EMPATHY INTO ACTION
#BetterLIFE