Best Advocacy Online Campaign

The target audience of this national, bilingual campaign was broad since the goal was to educate as many Canadians as possible about prostitution legislation and the benefits of the Equality/Nordic model. Our target audience consisted of Canadians aged 18-65 across the entire country—who spoke English OR French. We targeted people with interests including women's empowerment, community issues, social justice, women's rights, legislation, human trafficking, politics, policy debate, law, and/or social policy. Our retargeting was based on those who demonstrated engagement (liked the Facebook/IG pages or clicked through to the website).

The campaign goal was to educate the public about Canada’s current prostitution laws and recruit public support in upholding the Protection of Communities and Exploited Persons Act (PCEPA). Under PCEPA, sex traffickers, pimps, and people who purchase sex are prosecuted, but individuals selling sex are given immunity from criminal prosecution. This approach to prostitution reduces demand for paid sex, protecting women and girls. Ultimately, the campaign aimed to spark a revolution to end prostitution. tbk produced educational and impactful advertising for our client, Pan-Canadian Abolitionist Feminist Advocates
(PAFA), to influence public opinion and political understanding about the realities of sexual exploitation, timed strategically in advance of the federal election.

Contributors:

CEO & Chief Creative Officer:	Melissa McInerney
Principal & Director of Accounts:	Kylie Maisonneuve
Principal & VP of Technology:	Andre LeFort

TBK

Location: Canada