Sex trafficking is Canada's fastest growing criminal enterprise. But the teenage girls most often targeted don't even know the problem exists, let alone that they're vulnerable. Covenant House needed to get the message out in a way they'd notice.
To traffickers, girls are just products. So we created Shoppable Girls, a fake fashion brand where the products aren't the clothes, but the models wearing them. Since girls like to shop on social media, we launched it with a shoppable campaign on Instagram and Snapchat, then geo-targeted the ads to areas frequented by sex traffickers, like malls, schools, and community centres.