Challenge
Although the words “human trafficking” strike fear among most people, what it is and the signs we can look out for aren’t as commonly known. Because of this, the U.S. Department of Homeland Security (DHS) had an immediate need for compelling and effective videos that increased public awareness and appealed to viewers both young and old.
Solution
Cross Tier Creative partnered with the District Communications Group (DCG) to create a four-part animated video series that relayed the complexities of human trafficking and ways to recognize and report it. The use of animation in this series created a unique relationship with the audience by conveying an emotional narrative in a visually striking way, making it easy to remember and impossible to forget.
Campaign
The video series took a deep dive into the specific signs of human trafficking:
- Part 1 - The Trafficker
- Part 2 - The Teacher
- Part 3 - The Parent
- Part 4 - The Friends
Each episode reflected a different message through various styles and tones in an attempt to make vital information easily retainable for viewers (the point, right?). The animation made it possible to discuss sensitive subjects in a respectful way that everyone could understand.
Results
The video series exceeded expectations in raising awareness about human trafficking. Key metrics included:
- Massive social media reach: The videos have generated millions of views and sparked important conversations.
- Increased public engagement: The series prompted a significant increase in calls to the National Human Trafficking Hotline.
- Positive feedback from DHS: The Department of Homeland Security expressed satisfaction with the campaign's effectiveness in achieving its goals.
- Awards and recognition: The video series received multiple awards for its creative execution and social impact.
impact
By using animation to address a sensitive and complex issue, Cross Tier Creative helped create a powerful and effective visual campaign. The video series not only informed the public but also inspired action, demonstrating the power of storytelling to drive social change. This campaign serves as a testament to the power of animation as a tool for advocacy and awareness. The DHS subsequently commissioned Cross Tier Creative for more videos to raise awareness about online safety for younger demographics.
Julane Johnson, DCG Account Executive
“I had the immense pleasure of working with Cameron and his colleagues at Cross Tier on two projects. The second project had a level of difficulty that his team managed with skill, experience, and most of all, patience that produced four ground-breaking animated videos. Even faced with impending deadlines, the team worked with our company and delivered. If all vendors had Cross Tier's level of business sophistication and responsiveness, our media circuits would be filled with so much more quality content.”
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