UNITING THE CITY OF ATLANTA
We helped coordinate efforts with the State’s Attorney General, Department of Transportation, Atlanta Police Department, and Gwinnett County School District to shed light on this horrific issue affecting children in Georgia and throughout the country.
After wrapping the school buses with compelling messages to draw attention from onlookers, they were driven by 72 volunteer bus drivers through the city, eventually making their way past Mercedes-Benz Stadium – the host of Super Bowl 53.
The Stop Traffick campaign received local and national attention, including coverage by The New York Times and The Washington Post.
We leveraged our relationship with Upworthy to premiere the mini-doc during prime viewing time on Upworthy Originals.
BBDO + Street Grace created a microsite with information and resources about how to identify and stop human trafficking.
AWARENESS: Within 48 hours of the event, the stunt was covered in over 500 news stories, had 160M media impressions, 10.8K social media mentions, and 42M social media impressions. #StopTraffick became a trending topic on Twitter and overall Stop Traffick media mentions went up 4,500%.
EDUCATION: Information on how to spot the signs and details on what this crime does to young women were devoured. Facebook engagement went up 594%, page views went up 735%, and video views went up 175,033%.
ACTION: The single most important result was the intense focus the FBI put on human trafficking immediately after our event, which led to 169 arrests throughout Metro Atlanta.
As an aside, Houston was inspired to find their own “number of school buses,” sparking their own citywide conversation. Twelve more states are in talks to follow suit, proving #StopTraffick is, in fact, inciting a movement.