STOP

FORM 20%

Stop Traffick is a social awareness campaign about sex slavery, where women and children are kidnapped and sold to be used in human trafficking. The campaign will also fund rehabilitation centres for victims of human trafficking as they are reintegrated into society.

It is a confronting and challenging message to communicate. And will require sensitivity, creativity and cross cultural knowledge. See full brief from client below.

MESSAGE

Write a concise statement that communicates your key message. The message is what you want the reader/viewer/participant to know about your design solution and what you want to communicate. For example, in this project your response might be to shock, or it could be to engage.

COLLATERAL

New or redesigned visual identity

A media campaign based on your core campaign message and communication strategy. Select media that is appropriate to your campaign [eg TV, Social Media, Print, Outdoor advertising]. The campaign should include at least two media outcomes].

Branding and promotional material for Fairtrade distribution outlet for textile products

OPTIONAL COLLATERAL

Sustainable packaging and designs for textiles and merchandise made in the Fairtrade business: head scarves, Tshirts, wristbands, toys, etc. Select 1 from the above list.

TARGET AUDIENCES

Campaign: Australian and Cambodia campaign targetted at the general public in each place.

Merchandise:

Cambodia product

Scarves & eventual toy line – 25-40 y.o  ethical fashion conscious female  consumer

Wristbands, slap bands – 18-28 year old market, replacement for the traditional rubber wristbands

Australia product

T-shirts – 18-28 youth market. A funkier design to carry a message

RESEARCH

Research suggestions and other resources are on the GRAP blog.

NOTE

All design outcomes are to be individual, not group designs, unless negotiated with your lecturer

DUE

9.30am, Monday 17 May

NB: Selected work to be presented in the folio as well as in CSD [see CSD brief]

FULL BRIEF FROM CLIENT:
­Stop.Traffick
What IS sex slavery

Sex trafficking has two parts to its definition. Sex trafficking is human trafficking for the purpose of Commercial Sexual Exploitation. That’s another way of saying its human trafficking into prostitution. (more info further on). Cambodia currently has seen  an extraordinary increase in the demand for child and teenage prostitution, with victims being sourced from across South east Asia. There is no social welfare offered for the rehabilitation of rescued victims, and most rehabilitation and reintergration services are supplied by local Non-Governmental organisations (NGO’s).

What the campaign aims to do.

This campaign is designed to have a dual purpose of raising awareness of the existence of sex trafficking in South East Asia in the hope governments will take a more active role in the prevention and protection of victims, and to inform people that they can play an active part in raising awareness of, and direct  support to victims of human trafficking via the purchase of a Stop.Traffick product.

Who is it targeted at

Initial target demographic:

Cambodia product

Scarves & eventual toy line – 25-40 y.o  ethical fashion conscious female  consumer

Wristbands, slap bands – 18-28 year old market, replacement for the traditional rubber wristbands

Australia product

T-shirts – 18-28 youth market. A funkier design to carry a message

What types of media do you expect to use [print/tv/web], etc.

Print – brochures, poster campaign, magazine advertisement

Web – website that will raise awareness (information/images) and provide a portal to purchase or support

Please note: we are currently in the process of gaining support from UNIAP, the United Nations Inter Agency Project on Human Trafficking. This should allow us to use their UN logo on any web, and information related designs.

What is the overall message – eg is this meant to shock, inform, discuss the issue?

Inform, highlight, engage and inspire to make a positive direct supportive  action to the life of a trafficking victim

Are there any limitations on the imagery or ideas of successful campaigns?

No major limitations, as we are trying to inspire people that normal advocacy campaigns are not enough, but that people can make an active investment in a person’s life and subsequent lives after that. The only request  is that the dignity of the person is respected. We cannot be seen to cheapen or demean and devalue the terrible experiences the victims have gone through.

What is Stop.Traffick?

Stop.Traffick raises awareness of human trafficking in South East Asia, and supports income generating opportunities for beneficiaries of rehabilitation and reintegration programs by leveraging off Australian consumer demand. We are a non-profit organisation that purchases products produced by beneficiaries of Cambodian NGO’s at a fairtrade price as dictated by them, for sale into the Australian retail market.

Stop.Traffick is an non-profit, non-partisan, non-religious, umbrella organisation that returns all profits to support the capacity of in-country Cambodian NGO’s. Our aim is to be able to fund training for the ‘trainers’ in Cambodian NGO’s that will increase their knowledge of design and quality control. This will allow for the retention of knowledge capital that will allow for the development of new products for sale in both the local Cambodian and export markets, and also be able to pass on each subsequent training to beneficiaries of the programs.

We firmly believe in non-replication of existing programs, and the utilisation of networks. In this regard we have engaged in a partnership with Health Centre Cambodia to pilot the model, and who have generously allowed us to use their brand and logo for ‘Stop.Traffick’. Similarly, any design skills training will be facilitated with programs that currently exist, or will be designed to supplement them.

We are building  an ‘upward spiral’ for the capacity building of Cambodian design knowledge, knowledge capital of the beneficiaries, and subsequent income generating opportunities. As the profit of each years sales is invested into training and product development, it will lead to the production of newer products that can be sold into Australia and Cambodia, and other countries whilst broadening the range and in turn opportunities to create more demand, and in turn more income for the NGO’s and their beneficiaries.

To broaden the awareness and sales opportunities, we will be utilising a distribution model allowing all Australian retailers to purchase and vend Stop.Traffick products. This will remove significant barriers to the purchase of ethical products. Currently, consumers need to make a conscious effort to go to an Oxfam shop to purchase similar items, and open trade/support to Australian retailers who would like to support such efforts but  find the complexities of importing, validation of origin, costs etc. overwhelming and non-viable.

The more stores that stock Stop.Traffick, will lead to an increased awareness and advocacy, and increased sales (income for beneficiaries). The more consumers inspired to be part of the positive action, the more people will see the brand, which lead to increased income support for each of the beneficiaries as they build a new life.

Significantly, what makes us different from other anti-trafficking campaigns is that we are utilising products made by beneficiaries of programs as our vehicle for awareness, rather than cheaply produced plastic goods, strengthening their respective income and NGO models as we go.

What is human trafficking and sex trafficking?

Human trafficking is the practice of humans being tricked, lured, coerced or otherwise removed from their home or country, and then forced to work with no or low payment or on terms which are highly exploitative. The practice is considered to be trade or commerce of people, which has many features of slavery, and which is illegal in most countries. The victims of human trafficking can be used in a variety of situations, including prostitution, forced labor (including bonded labor or debt bondage) and other forms of involuntary servitude. The sale of babies and children for adoption or other purposes is also considered to be trafficking in those children

Sex trafficking has two parts to its definition. Sex trafficking is human trafficking for the purpose of Commercial Sexual Exploitation. That’s another way of saying its human trafficking into prostitution.

Sex trafficking in Cambodia

The commercial sexual exploitation of children and young people in Cambodia has escalated over the last decade, into what is now an ‘industry’ utilized by foreign visitors and by a large domestic market. A combination of causal factors are involved, chiefly the cultural obligation of children in Cambodia to financially support their parents. Government figures for 2003 found that 90% of girls are knowingly sold by their families, a factor which serves to maintain enslavement in the sex industry once there, compounded by lack of alternative job opportunities and social stigma. Families’ main reasons for selling their children include poverty, debt & financial difficulties – but in reality social problems undergird this situation: parental alcohol or gambling habits, parental debts, parental materialism. Girls are also at risk of being sold if they are raped or lose their virginity. The girl is viewed as having lost her value and the hope of finding a husband to provide for the family. Parents then feel her only remaining value is to provide them with income through sex work. In a few cases trickery is involved: a boyfriend or close friend sells her to the brothel, or a trafficker tricks the family with offer of a respectable job

Once a girl becomes a sex worker, it is hard for her to leave:

  • Social stigma & lack of education mean she is unable to find another job
  • Girls are obliged to provide for families, and are not free to leave without having an alternative source of income.
  • If she does not continue providing income, a younger sister may be sold in her place.

Source: http://www.daughterscambodia.org/problem_statement.php

Why have Stop.Traffick chosen to work with Health Centre Cambodia?

Health Centre Cambodia (HCC) is one of the few NGO’s in Cambodia that run prevention, protection, rehabilitation and reintegration program. They do this by supporting local farmers to increase income through savings groups, and schemes such as cow and pig banks that reduces incidences of selling their children. Protection programs include unique Community, School and Monk based protection networks that inform and educate the rural populace to the dangers and realities of trafficking. Rehabilitation and re-integration includes vocational skills building programs, of which includes those that provides the scarves for sale by Stop.Traffick, of which each beneficiary receives a portion of the income to help rebuild their life. Please see their website for more details.

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