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BBDO Atlanta Takes to TikTok to Spread Life Saving Information

Street Grace and Help Locker launched the account to call out and debunk common myths about sex trafficking

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.

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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