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.
La Reclame – http://lareclame.fr/110352-mtv-exit