Best Advocacy Online Campaign

In Canada, prostitution is illegal. This campaign, in an innovative way, uses digital advertising with the aim to reduce the amount of people in southern Ontario seeking prostitution services and second, encourages women being sex trafficked or in vulnerable situations to reach out for help.

How this campaign goes about accomplishing these goals is serving ads that encourage the user not to proceed with prostitution services, triggered by key terms that would insinuate intent. This aspect of the campaign goes as far as targeting key terms related to popular directory websites that people know have list local prostitution services. Another aspect of the campaign uses Facebook and Instagram to advertise LAWC's support services to women-at-risk.

This campaign existed thanks to $100,000 in funding by the Canada's federal government, funding that was received largely due to two past campaigns similar in spirit that achieved extraordinary success between LAWC and tbk. This campaign would be the largest to date in terms of funding and geographic reach.

Thank You, Judges, for considering this campaign for Best Advocacy Online Campaign at the 2020 IAC Awards.

Contributors:

TBK

Website: www.tbkCreative.com

Location: Canada

About the Agency:

Founded in 2010 and with approximately 40 staff members tbk is a marketing and software company that builds some of Canada's highest quality web design, branding, digital marketing and software solutions. With 29 service lines, tbk helps its clients successfully compete in local, regional and global marketplaces.