YWCA - Laisse-toi pas acheter (Don't get bought off) 

Brief 

Aware girls (13-17 years old) from Montreal city that social media can be used as a sexual exploitation recruitment tool.

Idea

We set up a fake Instagram store (Fashion Full Free) with shopping tags where every item was absolutely free.

We recruited 7 of the girls’ favourite public figures. Athlete, author, actresses and influencers united to help keep their fans safe. On the morning of International Women's Day, they all joined forces on Instagram and posted pictures of themselves promoting free clothing and accessories.

When they clicked to get the free item, they were faced with an ominous warning:

 

For the first time, Instagram tags weren’t meant to sell something —but to help save lives.

bit.ly/2tXgj5X

Credits

Art Direction

Agency: DDB Canada

Photographer: Jimmi Francoeur

Production:  Morrison Films

Font Foundry: Pangram Pangram