The Exodus Road "First Day"

Every fall, social feeds are flooded with images of happy kids holding signs like "First day of 1st Grade," celebrating this milestone in their young lives.

But for children who are victims of sex and human trafficking, those messages would look very different. To bring awareness to The Exodus Road's mission, we launched a different "back to school" campaign that delivered a bold message with extreme caution. As organizations fighting to eradicate human trafficking seek to generate awareness of their cause while also gaining more engagement from their ongoing supporters, this concept required a careful balance between exposing the horrors of trafficking and showcasing enough humanity for the public to connect with, while showing respect to the victims by not exposing their identities.