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When the Joy Smith Foundation embarked on an awareness campaign regarding human trafficking this February, few knew it would become one of the most ambitious by any Canadian organization to date. 

The foundation, collaborating with the Toronto-based agency Diamond, decided they had to start by dispelling some misconceptions about human trafficking. The most pervasive of them was that trafficking takes place “out there,” whether “there” is a distant big city or a country on the other side of the globe. 

“When people hear about human trafficking, they have this idea that it happens far away, that it doesn’t happen in their community and it couldn’t happen to their family or their loved ones,” Joy Smith Foundation CEO Janet Campbell says. “We have to help them to see that, in fact, this could be their child, it could be their neighbor or their friend’s child. People just don’t know that it happens in their communities.”

One of the taglines for the See the Trafficking Signs campaign drives this point home succinctly: “Less than a kilometer from where you live today, someone is being trafficked.”

The video at the heart of the campaign, directed by Taylor Reid and produced by Untitled Films, begins in black-and-white, as three young women and one young man share memories of new relationships. 

While they discuss feeling special and receiving sentimental gifts, the video takes a dark turn: the score changes, an ominous red light washes over the film and the voiceover that was focused on infatuation and excitement give way to one about manipulation and control before encouraging viewers to “see the trafficking signs.” 

The foundation’s website lists nine of these common signs, including new clothing or jewelry without an explanation of how they were paid for and a changed attitude towards school or friends. 

For David Stevenson, SVP and creative director at Diamond, seeing the trafficking signs is “like a superpower.” He explains further that if you could help people “see things in plain sight, you could have a successful campaign.”

To help people open their eyes to the warning signs, the foundation and Diamond thought the most intriguing option was to challenge viewers with an emotional, minute-long video.

“There is a common and repeated journey that these kids go on,” Stevenson explains. “They’re drawn into it because the traffickers are experts at this. They know how to make a kid feel wonderful. That’s why we started with what felt like kind of an uplifting dating app [ad], with someone talking about their boyfriend or something like that. The emotion that it begins with is just innocent and fun.”

He adds that in the space of 30 to 60 seconds, viewers go from enjoying an innocent, love story from the ‘50s or ‘60s to a modern horror movie

“That was kind of what we ended up doing through the music, the script, and everything else, while still being honest about the signs to educate people,” he says.

While the 60-second video has caught the attention of millions of Canadians and received coverage from national media outlets since it launched, for Campbell and Stevenson, some of the most important education needs to take place on a smaller level. They talk about areas like promoting the campaign in rest stop bathrooms, far from the media glare, with the help of local police departments and organizations.

“You don’t get governments — left, right and center — and police departments as well as major corporations, small companies and media vendors onboard unless you have the work and toolkit to give to them,” Stevenson says. “We created social posts and physical posters that could go up in hotels to create this ammunition that anybody who wanted to take part in this could just grab it and distribute it. It has been valuable in amplifying what we’re doing rather than just relying on out-of-home or television, which are great places to start.”

For Campbell, the varied toolkit is necessary given the campaign’s target. 

“We’re trying to reach this broad audience, right?” she adds. “And different demographics need different strategies and different asset types to be able to engage those different audiences.”

After hinting that the two organizations will continue to grab the attention of Canadians with another round of creative in the works, Campbell and Stevenson conclude on two different themes — community and empowerment — when summarizing their hopes for “See the Trafficking Signs.”

“I want people to take away that it could be their child or somebody that they love,” Campbell says. “They need to learn about the issue and care about it in their community.”

Meanwhile, Stevenson says a lot of PSAs that he’s worked on are about raising money, while this effort has a different goal. 

“What’s great about this one is I would love people to take the next step and say, ‘I can actually learn something and then do something with it,” he says. “You’re giving me tools to actually make a meaningful difference, rather than just asking me for money or asking me to cry and then to go on to the next thing.’”