The challenge
Border Force needed help to create a campaign fighting the modern slavery and human trafficking problem in South East Asia. Migrants in Cambodia, Myanmar, Thailand and Vietnam are aware of these dangers – but the promise of opportunity often has a stronger pull. Our campaign therefore needed to help people migrate as safely as possible, rather than putting them off altogether. Migrants are vulnerable to exploitation due to a lack of information, so we had to empower them to ask the right questions and get the facts they need to protect themselves.
Our solution
Our campaign centres around an ‘always ask’ tagline, which gives audiences a memorable instruction, alongside examples of questions to ask. To reinforce this, we used partially-obscured photography to show how migrants may not always be getting the full picture. Through asking questions, they can get a clearer idea of the situation. To avoid scaremongering, we used bright and positive photography showing legitimate work opportunities. The green and black colour scheme is eye-catching to stand out in busy locations such as train stations, helping the campaign make a real impact.
