Even if I’m quite late, here is one of the best campaigns I’ve seen recently: Woman to go. It’s an Israelite campaign against human trafficking to make people aware of international sex slavery.
The concept “to go” feels like a take out to me. For the campaign it is smart, because it means that women are only products and not human beings who deserve respect and consideration. The logo is really appropriate: the woman’s body can have two meanings ; one sexual due to the position and the other painful, increased by the vertical lines on top. If we look carefully it can remind us – maybe due to our collective knowledge – the pieta position as you can see here:
They decided to organize an action in exposing women in an upscale mall storefront like any other product to sell.
This action is reinforced by this video named the Dislike Petition:
The video was published on Youtube through this page where you have the chance to like or dislike what you see. By pressing Dislike, you have the opportunity to vote against the scenario featured in the video and show your support to the fight against Human Trafficking. It reminds us the lobbying to add a dislike button to facebook
The website is also really well thought and realized. It’s like a real online shop where you buy your usual clothes or books. It follows exactly the campaign’s theme and goes even further with women you can choose, a gallery and a catalogue at the bottom. What I like is the tag on the right giving information like name, price, age, size, origin, etc. and of course the famous “add to card » button. It is a good example of perfectionism which makes it a good campaign – for me.
It was a really great strategy to implement this campaign in a mall and online. When you confront people directly to a situation it’s a great way to make an impact but the proportion of people reached is quite small. So going online is a smart choice to reach a larger panel and also because sex trade and slavery are online.