Human, Like You
The foundation of this campaign was the need to inform the public about how there is a hidden economy and its impact on Maltese society. Local perception of the problem was also something that needed to be tackled in a direct manner, that is why we employed a very sombre tone to our campaign and sought to utilise a variety of media to get the message across.
Creative Direction
Social Media
Photography
Web Design
Videography
barcode.
This design option incorporates the spotlight element together with that of persons being sold as objects. The ‘Human, like you’ slogan, was presented as a bar-code – which led up to the actual campaign. The underlying messages of the logo were 3; objectification, loss of hope, and being trapped in the system.
The visuals are presented in a ‘spotlight’ placeholder which, as stated before, is being proposed since now the spotlight is finally on the survivors and it is time to raise awareness on Human Trafficking.
Part of the campaign was the representation of each character as a plastic figurine that was photographed and edited to represent a toy that is for sale. The paradigm is that human lives are being sold off as though they were toys in a store.
Together with this immersive logo, we introduced a crumpled paper effect on all of the artworks. A piece of paper is crumpled before tossed in the trash. This helps to further emphasize on the feeling of people being used as well as human traffickings’ inhumane treatment.
The website www.trafficking.gov.mt was designed by us to give a more interactive and humane feel to the project as a whole. We wanted to showcase the real stories that were given to us, in the most explicit way. Therefore we directed our efforts towards curating a website, designed specifically to encourage interaction and further to that encourage action to be taken by the users on the website.
We went further such that we sought to promote the website unilaterally with the rest of the campaign across social media, this was done so as to ensure active participation and involvement of the general public, in both the storytelling side of the project, as well as the active participation side.
dark and graphic.
A lot of work was done behind the scenes when it came to marketing the campaign to the general public. This was represented when it came to filming the TVCs that went live, and the photography of each character within the campaign.
We sought to use a combination of image manipulation, makeup and wardrobe choices, to bring the best out of each character presented throughout the campaign.
The colour scheme chosen for this project was based around muted pastel colours. The general feeling with pastel colours is one of openness, softness, calmness and composure therefore we ‘dirtied’ these colours to make them pass on a ‘sad’ feeling to anyone seeing them. The colours were used to indicate the stolen tranquility and calmness feelings of any victim of human trafficking.
Our approach was to hit people right in the core. In Malta, we lead a relative laissez-faire life. We see shocking news items abroad not thinking that these stories are also actually happening within our shores.
The campaign centred around the use of real stories and their physical narrative to aid visual interpretation. We decided to use real-life stories that have happened locally in order to really expose the shocking events to our target audience to make them realise that these horrors are the reality of the people around us without anyone’s knowledge.
Based on these ideas, we developed an intimate mood board to reflect where we wanted to take this project, this centred around 3 themes; spotlighting the problem, emotion, and objectification.
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