Dedicated to their mission of ending the sexual exploitation of minors, Street Grace, along with creative partner BBDO, is meeting young people on the one platform where they are spending more and more of their time: TikTok.
With many families spending much more time at home, and online, and with societal pressures amassing, the threat of human trafficking has heightened.
In the first month of the COVID-19 shutdown, the National Center for Missing and Exploited Children reported a three-fold increase in reports of online exploitation and abuse, soaring from 300,000 reports to more than 1.1 million, with more than 70% of those reports coming from social media.
This threat continues as children continue to stay home and attend school virtually.
The nonprofit, along with BBDO, have created the Help Locker – a TikTok account that directly calls out and debunks common myths about trafficking being spread.
Since its launch, the Help Locker account has amassed over 100k followers and 1.9 million total likes.
Teens’ comments and reactions have been encouraging and have inspired the Help Locker to keep going strong. Each video conveys important, relevant information, but in the tone and style that has become popular on TikTok.
All of the work drives to helplocker.org where teens can find even more important info and be connected to help.
While the TikTok account has been ongoing, its purpose feels even more important right now during this abnormal back-to-school time.
That’s why the Help Locker is continuing to release new content geared toward the millions of kids who will be learning from home, some of which are more at risk without access to classmates or guidance counselors. Upcoming content will also include Live Q&A’s with survivors to answer questions and provide advice on staying safe.
This work is the latest innovative campaign launch from Street Grace and BBDO Atlanta who partnered together previously to create the 4x Cannes Lion-winning, Stop Traffick and Gold Lion winning Gracie AI.
CLIENT: Street Grace
AGENCY: BBDO, Atlanta
- David Lubars – Chief Creative Officer, BBDO Worldwide
- Robin Fitzgerald – Chief Creative Officer, BBDO Atlanta
- Lauren Culbertson – Senior Art Director, BBDO Atlanta
- Emily Miller – Senior Copywriter, BBDO Atlanta
- Alex Somoza – Art Director, BBDO Atlanta
- Tim Smith – Copywriter, BBDO Atlanta
- Marla Ulrich – Head of Production, BBDO Atlanta
- Reid Howard – Integrated Producer, BBDO Atlanta
- Janna Kay Swanson – Editor, BBDO Atlanta
- Becky Ocampos – Senior Project Manager, BBDO Atlanta
- Brandon Jones – Senior Developer (Helplocker.org)
- Tami Oliva – Senior Director, BBDO Atlanta
- Shannon Collins – Account Executive, BBDO Atlanta