BBDO Atlanta Takes to TikTok to Spread Life Saving Information
With many families spending a lot more time at home, and online, and with societal pressures amassing, the threat of human trafficking is more urgent than ever. In the first month of the Covid-19 shutdown, the National Center for Missing and Exploited Children reported a three-fold increase in reports of online exploitation and abuse, soaring from 300,000 reports to more than 1.1 million, with more than 70% of those reports coming from social media. This threat continues as children continue to stay home and attend school virtually.
Dedicated to their mission of ending the sexual exploitation of minors, Street Grace is meeting young people on the one platform where they are spending more and more of their time: TikTok. The nonprofit worked with longtime creative partner BBDO Atlanta to create the Help Locker – a TikTok account that directly calls out and debunks common myths about trafficking being spread.
Since its launch, the Help Locker account has amassed over 100k followers and 1.9 million total likes. Teens’ comments and reactions have been encouraging and have inspired the Help Locker to keep going strong. Each video conveys important, relevant information, but in the tone and style that has become popular on TikTok.
All of the work drives to helplocker.org where teens can find even more important info and be connected to help.
While the TikTok account has been ongoing, its purpose feels even more important right now during this abnormal back-to-school time. That’s why the Help Locker is continuing to release new content geared toward the millions of kids who will be learning from home, some of which are more at risk without access to classmates or guidance counselors. Upcoming content will also include Live Q&A’s with survivors to answer questions and provide advice on staying safe.
This work is the latest innovative campaign launch from Street Grace and BBDO Atlanta who partnered together previously to create the 4x Cannes Lion-winning, Stop Traffick and Gold Lion winning Gracie AI.
Name of Creative: Help Locker
Client: Street Grace
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO Atlanta: Robin Fitzgerald
Senior Art Director, BBDO Atlanta: Lauren Culbertson
Senior Copywriter, BBDO Atlanta: Emily Miller
Art Director, BBDO Atlanta: Alex Somoza
Copywriter, BBDO Atlanta: Tim Smith
Head of Production, BBDO Atlanta: Marla Ulrich
Integrated Producer, BBDO Atlanta: Reid Howard
Editor, BBDO Atlanta: Janna Kay Swanson
Senior Project Manager, BBDO Atlanta: Becky Ocampos
Senior Developer (Helplocker.org): Brandon Jones
Senior Director, BBDO Atlanta: Tami Oliva
Account Executive, BBDO Atlanta: Shannon Collins
Category: Awareness , Corporate, Social and PSAs