About Blue Campaign
Blue Campaign is a national public awareness campaign designed to educate the public, law enforcement, and other industry partners to recognize the indicators of human trafficking and how to appropriately respond to possible cases. Blue Campaign’s educational awareness objectives consists of two foundational elements, prevention of human trafficking and protection of exploited persons.
Super Bowl LVIII
Large events like the Super Bowl are great opportunities to raise awareness of human trafficking. Human trafficking comes in many forms, including sex trafficking, forced labor, and domestic servitude resulting from fraud, coercion, or threats of violence.
The Design
The look and feel of the #TacklingTrafficking campaign was a true collaboration between myself and fellow designers Oriana Portnoj and Parker Kim. Oriana and I both contributed to the evolution of Parker’s original design, adding the cyan accents and designing further variations to make the campaign truly a vast effort. Even more impressive, the entire design suite was built out in a little over a week, making it the biggest lift with the shortest turnaround of my career.
Social Media Campaign
We launched digital ads on Facebook, Instagram, and YouTube and display placements targeting football fans both in Las Vegas and the home cities/states of the NFL playoff teams. Combined, these ads drove over 39 million impressions and 577,100 visits to the custom Blue Campaign Super Bowl landing page, which accounted for 76% of all site visits to the Blue Campaign pages during the ad flight dates. Select images from series.
The social campaign won a Gold dotComm award in 2024.
Reaching out
Leading up to the gridiron showdown, DCG launched both digital and out-of-home ads geared primarily toward people who work in key industries - such as hospitality and transportation - and therefore, might be able to spot trafficking happening.
Rideshare back window screens and an SMS text pushed rideshare drivers to reinforce the video ads featured in their back windows.
Transportation: Lyft Rideshare and Transit Shelters
Hospitality: Hotel Door Hangers
This design was a collaboration between myself and Parker Kim. Parker contributed the icons on the back of the hanger, while I created the layout and the rest of the design. The hotel door hangers were displayed at multiple hotels on the Vegas Strip to reach hotel workers and guests.
Advertising: the Full Suite
Broken up into three major messages, the full campaign ran the gamut of dimensions and placements digitally as well as around Las Vegas. I executed many of these designs, and created the football play strategy diagram (with guidance from someone who knows the rules of football). Select images from series.