Public Safety Canada
Revealing the truth about human trafficking
Challenge
Human trafficking is a problem in Canada. But when asked to define the term, 95% of Canadians confused human trafficking with human smuggling. Public Safety Canada needed to dispel myths about human trafficking to educate Canadians about how to help.
Solution
We developed a campaign that confronted Canadians with common misperceptions about human trafficking and challenged them to rethink what they thought they knew. With arresting imagery and evocative storytelling, the campaign came to life across video, digital, audio, and experiential executions, reaching Canadians where they least expected it.
Outcomes
- 2022/2023 campaign received 87M impressions, including 20M impressions from earned media
- 96% of people left experiential component with a better understanding of human trafficking
- Campaign was covered by mainstream media outlets like CBC, Global, CTV, CityTV, Toronto Star, and La Presse, and industry media like Muse, The Message, Strategy Magazine, Little Black Book, and AgencySpy
“We’ve been fortunate to work with Banfield on a number of national campaigns about important topics. In each case they’ve brought high quality creative thinking and execution to their work, helping us set a high standard in communicating with Canadians.”
Erin Rogers
Marketing Manager
Public Safety Canada
