FEATURED PROGRAM
Suburban Horror Story
In 2017, we partnered with BBDO Atlanta to create Suburban Horror Story, an immersive, theatrical experience that vividly showcases how trafficking can occur in ordinary, suburban neighborhoods.
We turned a suburban home into a live, in-the-flesh recreation of a sex trafficking operation, putting visitors up close and personal with the shocking inner workings of sex trafficking.
Over the course of the live performances, state politicians, local leaders, and youth groups all visited, with many leaving visibly shaken. Everyone who visited the event or website heard real stories from survivors and later received information on how to help.
Strategy
With no media budget, we couldn't reach a broad audience with traditional media. So we set out to reach a small group of influential local politicians and leaders who could spread the word. We invited them to visit our immersive theatrical experience, where they could see the horror of sex trafficking up close, learn about its increasing prevalence, the surprising locales where it occurs, and ways to help prevent it.
But reaching our attendees wasn't enough. We had to create something provocative and unique enough to garner earned media and press on its own. And Suburban Horror Story's shocking approach did just that. PR and social media spread the story nationally, with coverage from NBC News, Vice magazine, and others. Meanwhile, an online 360° walk-through spread the word to over 45,000 Georgians in less than 24 hours.
Results
Suburban Horror Story was a huge part in making 2017 a wildly successful year. With the help of policy makers such as Georgia senator Renee Unterman and youth groups, we were able to spread our #DemandAnEnd initiative from three to 12 states, tripling our coverage nearly overnight.
Atlanta mayor Keisha Lance Bottoms announced the creation of a new position in her office focused solely on eradicating sex trafficking. The exhibit opened doors and facilitated conversations with Delta, The Arthur M. Blank Family Foundation, and the NFL.
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