YWCA - Laisse-toi pas acheter (Don't get bought off)
Aware girls (13-17 years old) from Montreal city that social media can be used as a sexual exploitation recruitment tool.
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.
Agency: DDB Canada
Photographer: Jimmi Francoeur
Production: Morrison Films
Font Foundry: Pangram Pangram