World Vision came to us with a child slavery problem. 15 million kids around the world are being bought and sold like commodities into the dirtiest, most dangerous and degrading jobs imaginable. How would we make Canadians care about a problem on the other side of the world?
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Generate awareness around the colossal problem of child slavery, primarily in the developing world, and position World Vision as a global leader in the cause. Overcome the Canadian inclination to avoid supporting ‘not-in-my-backyard’ causes.
Make the problem of child slavery immediately relatable by juxtaposing north American consumerism with the buying and selling of children in developing countries.
One of Canada’s largest campaigns in 2013, No Child For Sale reached 1 in 3 Canadians, was picked up by local, national and international news outlets and publications and we’re still seeing our message disseminated organically online, long after the initial campaign has closed. Proudly, we beat our objectives, seeing an awareness lift that exceeded targets.