Ministry Of Justice Promo, Case study A CRIME THAT PROFITS MORE THAN COUNTRIES by DDB Sao Paulo

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Industry Charities, Foundations, Volunteers, Traffic safety
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Edi Peixoto, Sergio Valente
Account Supervisor Ana Cecila Andrade
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Jan 6 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Alessandra Gambuzzi (DDB Brasil)
Media Account Director: Francisco Rosa (DDB Brasil)
Media Coordinator: Jodson Ferreira (DDB Brasil)
Creative Director: Edi Peixoto (DDB Brasil)
Creative Director: Sergio Valente (DDB Brasil)
Account Supervisor: Ana Cecila Andrade (DDB Brasil)
Media placement: Indoor - Airports - 06/01/2010
Media placement: Outdoor - Bus Stations - 06/01/2010

Results and Effectiveness
The action generated enormous repercussion in the media, mobilising people to act against the trafficking of people. The main TV channels, several print media vehicles and big portals helped to promote the campaign, which, apart from its relevant journalistic content, had in its essence surprising ideas that generated impact and really consternated the population. All of this can be seen in numbers: after the action, the number of calls denouncing the traffic of people in Brazil increased 67% when we compare the 1st trimester of 2010 with 2009.

Creative Execution
Wooden boxes with the image of an imprisoned woman were placed on the baggage carousel of arrival terminals in twelve Brazilian airports. Besides that, a three-dimensional structure simulated a dungeon where a video of a prisoner was shown. To complete the action, stickers were placed on the walls of airport and bus stations’ toilets; they contained disturbing statements such as “Trafficking of people. I was a victim. Help Brazil not to fall in this trap. Call 180”. The messages seemed to have been written with lipstick by presumed victims.

Insights, Strategy & the Idea
The traffic of people is considered one of the most profitable crime activities in the world (approximately US$31.6 billion per year), having a similar economic impact to that of the traffic of drugs and weapons. It is an opportunistic crime that takes advantage of misery and lack of information. The majority of victims come from vulnerable backgrounds, which make them easy prey to the promise of better salaries. In this context, the Ministry of Justice developed an action aiming at alerting the population to the seriousness of the problem and encouraging people to report the crime. The concept presents the victims of traffic as “preys in traps”, treated as merchandise.