Public Safety Canada - Uncontained

To help Public Safety Canada raise awareness of human trafficking, we created a campaign that sought to dispel myths around this crime. Since 95% of Canadians confused human trafficking with human smuggling, we confronted people with imagery depicting what they think it is and contrasted it with how human trafficking actually exists in Canada.

The omni-channel campaign launched with a spot featuring Billie Eilish’s “When the party’s over” (which she let us use for free after seeing the spot).

Across video, digital, OOH, and experiential, the campaign has earned more than 150M impression; been covered by CityNews, CTV, CBC, Global News, Toronto Star, and La Presse; and been recognized by Applied Arts and the ADCC Awards. It has been used as a case study across Government of Canada communications departments