Face the Truth

40% of human trafficking victims take at least one commercial flight during their exploitation. As one of the largest airline providers in the world, Delta wanted us to help the victims of human trafficking in a tangible way. In partnership with Polaris, we created “Face the Turth” an anti-human trafficking campaign to bring awareness to the world-wide problem during one of the biggest travel moments of the year — the Super Bowl. The core element of the campaign was a 2-minute spot that was specifically written to run on in-flight seat back monitors. It was shot solely with a camera POV angled to mimic that of a passenger watching it as if it were happening in the seat in front of them.

In addition to the video, the campaign extended into print, in-airport displays and signage, social media posts and press releases. Each piece of creative was designed to help viewers identify signs of human trafficking and give them immediate, tangible steps for helping to stop this human rights issue.

Results

The work deployed on National Human Trafficking Awareness Day and gained global attention during the Super Bowl and beyond. The campaign received over 500 million impressions, 3K+ positive press mentions, and the video greatly surpassed benchmarks with over 2 million views and a 28.6% completion rate. Contact from survivors has increased 36% since the the partnership between Delta and Polaris began, and the campaign received a Bronze ADDY.