Ministry of Justice and Attorney General & Status of Women Office
Ministry of Justice and Attorney General & Status of Women Office
The Challenge
Sex trafficking in Saskatchewan is a complex and often hidden crime, usually beginning with false promises that evolve into control and exploitation. We were tasked with creating a highly targeted poster for women and girls currently being trafficked and transported across the Prairies.
This was not a mass-awareness campaign, but the first phase of a long-term behaviour-change effort. It required deep sensitivity, evidence-based messaging, and precise media placement. Exposure would be fleeting, often just seconds in a gas station or festival washroom, so every element needed to be clear, impactful, and immediately understood.
Our Solution
We conducted 17 in-depth interviews with stakeholders across government, law enforcement, community organizations, and frontline support workers. Survivor interviews were intentionally avoided to prevent re-traumatization.
Key insights revealed that trafficking often begins with seemingly genuine attention and that survivors use direct, plain language to describe their experiences. It also highlighted the importance of quick, digestible messaging due to limited exposure time.
The Work
The creative approach needed to speak directly to victims without using fear-based or triggering imagery, while still informing the broader public.
We centred the main poster around a symbolic “gift,” representing the deceptive entry point into a trafficking situation. This allowed us to communicate exploitation in a subtle, non-threatening way. Ad copy was intentionally simple and grounded, reflecting language used by survivors.
To avoid reinforcing stereotypes, visuals did not depict any specific race, age, or socioeconomic background. A short, memorable call to action ensured recall without access to the posters.
All three poster concepts were selected by the client, an uncommon outcome, and the campaign drew interest from other provinces for its empathetic and strategic approach.
With no existing network to reach this audience, we built one. Posters were placed in women’s restrooms at gas stations along major highways, at festivals and events, and in public libraries across Saskatchewan—spaces offering privacy and accessibility.
The Results
The campaign established a targeted provincial media network, distributing over 1,000 posters across 53 gas stations and seven major events. These placements ensured the message reached women and girls in safe environments while also increasing public awareness.
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