Insights & Challenges
In advance of Super Bowl LVIII in Las Vegas, we wanted to give Blue Campaign's human trafficking prevention messages a presence in the area. It is widely believed that human trafficking typically occurs more often where large events are happening. Additionally, Nevada has the third highest rate of human trafficking in the country.
Solution
We found creative ways to intertwine football themes with our human trafficking prevention messages. We expanded our message and image pairings and focused on giving Super Bowl attendees multiple touch points with the content. This campaign consisted of paid social, digital banners, digital out-of-home and billboards. This included rideshare cars driving around Las Vegas with video content playing in the back windshield. Lastly, we provided printed doorhangers to area-hotels with the signs of human trafficking and instructions on how to report.
Out-of-home digital ad
Door hanger front
Door hanger back
Hotel room door hanger
Results
As part of this campaign, digital and out-of-home 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.
My Contribution
Creative director, project and client management
