To send SOS information to the victims of human trafficking in Haryana, the human trafficking capital of India, we decided to use the one thing our victims have that the perpetrators don't. Language. Their abusers don't understand the native language in which the girls speak. We use this advantage to create newspaper packaging that contains SOS information that only the victims can understand.
When the idea was conceived, it was a print ad. It took a team of 4 to make it into an idea.
"I loved the idea a lot! This is really cool!"
Kazoo Sato
CCO, TBWA\ Hakuhodo