Men Aren’t Victims
[Hope for Justice]
Modern slavery and human trafficking is widely thought as something that affects women alone, however a big proportion of those trapped in exploitative situations are actually men, especially in the UK. We wanted to raise awareness of this issue, of this stigma surrounding the issue. This month-long campaign coincided with Father’s Day in the UK. The campaign included a landing page, a dramatic, hard-hitting awareness video, posters, a magazine ad, and loads of socials. I really enjoyed the process of this project and taking it from conception through to completion.
Above are my initial moodboards and exploration of the look and feel. I wrote down keywords that were discussed in our briefing meeting and also fleshed them out a bit and came to the conclusion that the campaign needed to be a bit darker than the usual hopeful Hope for Justice campaigns. It needed to be gritty and real, because what happens to victims is real and ugly.
This is a quick experiment to show how text could interact with a user’s mouse on the landing page
The next step was to flesh out what the landing page on the website would look like. I designed this in Adobe XD and, with the help of our developer, we created the page. Below is a mockup video of what the page looked like in XD. Click here to see the final product.
Splash screen suggested for the landing page
The rest of the campaign was roll out of socials, posters and a magazine ad all taking inspiration from the first set of moodboards and website.
The final social post to cap off the campaign was a redefinition of victims as survivors instead. Our research shows that survivors prefer to use this term to describe them as it gives them more closure and ‘victory’ in a sense over their oppressors.
The accompanying film was produced by the team, which really drives home the stigma male victims of human trafficking can feel. He’s embarrassed to tell his family and how he feels trapped in his situation when he takes a Call From Home.
Magazine advert we had the opportunity to run during the campaignI worked as part of the team at Hope for Justice for this project who also produced the film and built the landing page.
[Video by Gomolemo Nyakale]
[Web development by James Holt]