Social awareness campaigns have proliferated across all media. They're fighting for just a moment of people’s time and they all have an important message to share. The problem is, people are switching off. It’s at a point of overload.
Instead of creating another traditional social awareness campaign, McCann created a music video, together with MTV EXIT and French electro-pop artist Birkii. Though a medium we knew young people were already actively engaged with, we educated them about the dangers of human trafficking. We turned a message people didn’t want to hear into a message they shared with friends.
AdNews – http://www.adnews.com.au/campaigns/mtv-pushes-to-end-human-trafficking#
Campaign Brief – http://www.campaignbrief.com/2014/09/mtv-exit-extends-human-traffic.html
Best Ads – http://www.bestadsontv.com/ad/65304/MTV-EXIT-Foundation-Broken-Dreamers
Mumbrella – http://mumbrella.com.au/mccann-uses-pop-storybook-warn-dangers-human-trafficking-exploitation-248439
Mumbrella Asia – http://www.mumbrella.asia/2014/09/mtv-launches-campaign-end-human-trafficking/
The Stable – http://www.thestable.com.au/mccann-helps-mtv-exit-to-repair-broken-dreams/
Campaign Asia – http://www.campaignasia.com/Video/390114,Storybook+tells+horrific+stories+of+human+trafficking.aspx
La Reclame – http://lareclame.fr/110352-mtv-exit
EuroNews – http://www.euronews.com/2014/08/31/broken-dreamers-mtv-exit/
