A digital ad campaign to aid exploited women and girls and reduce overall sex trafficking across Ontario is being declared an "overwhelming success" by the London Abused Women's Centre (LAWC).
The non-profit agency partnered with London-based digital marketing company tbk Creative to launch the four month public awareness initiative in January. Over that 16 week period, the campaign garnered 10,500,000 impressions, 65,000 ad clicks, and 187 direct phone calls.
"Women and girls are being lured by pimps into the violent and dangerous sex trade from high schools, universities, colleges, bars and their workplaces,” LAWC Executive Director Megan Walker said in a statement. “Two-thirds of all trafficking in Canada originates in Ontario. Women and girls need to know they are not alone and there are woman-centred services available to help them exit. And men who choose to purchase sexual services need to understand that it is their demand for prostitution that fuels sex trafficking.”
The ads appeared on Instagram, Facebook, and Google from January 18 to May 18. One set of ads targets women aged 18-25 who may be victims or at risk of becoming victims of sex trafficking. A second set, directed at men aged 18-65, reminds those interested in buying sex that their actions are illegal. A third set of ads was aimed at helping parents identify potential warning signs of trafficking.
“In recent history, global tech companies have received their share of criticism for their role in maintaining a healthy society,” said tbk President Andrew Schiestel. “To see major networks like Facebook, Google and more be used to directly help at-risk women is a very meaningful use of digital advertising as a tool.”
The ad campaign was first launched in the London region in 2018 and saw 37 women seek help from LAWC directly and 125 others contact the agency for information. The 2019 initiative was expanded to include Windsor, Woodstock, Kitchener-Waterloo, Cambridge, Guelph, Milton, Mississauga, and Toronto. Those areas have been identified as a hub for sex trafficking due to their proximity to 400-series highways, particularly the 401.
