the missing 12 campaign

briana dimascio
CREATIVE DIRECTOR
abu ngauja
ACCOUNT EXECUTIVE
kaylee randall
COPYWRITER
kerriann thompson
PR SPECIALIST
the
polaris project

TABLE OF CONTENTS

THE REALITY OF THE TRADE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
THE CHALLENGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-3
THE AUDIENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4-5
THE INSIGHT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
CREATIVE BRIEF . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
THE MISSING 12 CAMPAIGN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
PHASE ONE: AMBASSADOR PROGRAM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9-16
PHASE TWO: MEDIA TAKEOVER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17-27
PHASE THREE: THE EVENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28-29
DELIVERABLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30-36
BUDGET & MEDIA PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37


THE REALITY OF THE TRADE
Imagine numbness.
Imagine forfeiting your right to humanity and instead accepting emptiness. Four walls surround you and
the only company you have to keep is the darkness the mufed voices of faceless men ght to tear
through to your prison and fail. You make out phrases, fractions of sentences: At 8 shes worth more
than $3,000, and Shes new. All you want is your mommy but the faceless men hit you, hard, each
time you cry out for her, so youve resorted to whimpering her name in the back of your mind. One
enters the room suddenly and your entire body tenses. You push your back against the wall, willing
yourself to fade into it, but you dont move any farther away and he moves closer. You dont see his
face, but when he opens his mouth to speak, you see it so vividly in your childlike minds eye you
think back to better days, happier days, when Mr. Smith was nothing more than the jovial man down the
street who liked when you did tricks on your bike for him.

1

THE REALITY OF THE TRADE
Imagine liberation.
Imagine a slow but sure peace. Millions of young men and women ghting to nd you and bring you
back, back to your mom and dad and the warm comfy couch you miss so much.

1

THE CHALLENGE
The Polaris Project faces a challenge that many other NGOs, like the Red Cross or Susan G. Komen, do
not have to overcome a general lack of awareness. With causes like breast cancer and disaster relief,
it is safe to assume that most people have someone in either their immediate or distant circles that have
been touched by either of these phenomenon and can better relate.

Child sex trafcking is an invisible crime that the average American is not familiar with for two reasons,
the rst being confusion on what the term actually is. The U.S. Federal Act of 2000 denes it as the
"recruitment, harboring, transportation, provision, or obtaining and person for labor or services through
the use of force, fraud, or coercion for the purpose of subjection to involuntary servitude, peonage,
debt bondage or slavery; sex trafcking in which a commercial sex act is induced by force, fraud, or
coercion, or in which the person induced to perform such an act has not attained 18 years of age."

3

THE CHALLENGE
The second reason is ignorance. Even with legislation like the Trafcking Victims Protection Act passed
to criminalize sex trafcking domestically in the U.S., its still assumed by many that sex trafcking is a
problem overseas and current media has done little to dispel this myth. But with over 100,000 U.S.
children caught up in the sex trade each year, an industry estimated to be worth over $9.5 billion,
human trafcking is one of the fastest-growing problems in the United States.

A secondary challenge that revealed itself in our research was just how saturated the NGO realm is.
The Polaris Project operates in a country dominated by a thriving non-prot sector: it provides 5.5% of
the nation's entire GDP or $805 billion worth of output (National Center for Charitable Statistics). More than 1.5
million non-prots exist in the U.S. today, and every year on average 100,000 are newly formed.
Thousands of NGOs exist in the United States that focus on some element of human trafcking and
modern-day slavery. The trend is now that non-prots are beginning to collaborate, because they
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THE CHALLENGE
understand that in such a crowded space their message will not heard unless they work together. We
felt that we needed to create a campaign that would differentiate the Polaris Project from other
similar organizations, and lift its message above the noise.

3

THE AUDIENCE
Operating as an NGO, the Polaris Project falls into the same marketing trap that all other non-prots do
a lack of targeting. Public service announcements are meant to encompass as large of a chunk of the
population as possible, and targeted messages are sacriced. Any successful campaign can only truly
give back positive metrics if it targets a large, impressionable audience that can relate to its
messaging. In order to give the Polaris Project the push it needed to soar above the crowded space,
we knew that we needed to rst nd a target that would be responsive to its cause. We started our
research by looking at the generational makeup of the United States. According to a study put out by
the Pew Research Center, 15% of Baby Boomers put helping others in need as their third top priority in
life, behind having a successful marriage and being a good parent. 21% of Millennials put it as their
third top priority in life. Another survey showed people born between 1982 and 2000 are the most civic-
minded since the Baby Boomer generation. Three-fourths of Millennials ages 20 to 35 responding to an
online survey said they had donated money to charity in 2011, and 63 percent said they'd spent time
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THE AUDIENCE
volunteering. Contrary to popular belief, civic engagement is important to this generation, as is being
educated on societal issues: 36.9% of Millennials are either in school for a bachelors degree or have
one. Coupled with this passion for service and knowledge is the obvious fact that Millennials spend
more time online than any other generation before them. 24% believe that their mastery of technology is
what sets them apart from other generations, and 75% have a prole on some type of social networking
site. We know that meeting them where they are, online, is crucial and a smart move for an NGO like
Polaris Project. Though todays population isnt new to philanthropies circulating donations or
stimulating awareness via social networking sites, only a few have managed to galvanize whole
pockets of the nation, Invisible Childrens Kony 2012 campaign being one of them. Living and dying
completely on the Web it saw a type of viral takeoff never witness before but ultimately fell prey to a
phenomenon labeled slacktivism.

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THE AUDIENCE
Those who participate in slacktivism are under the illusion of having a meaningful impact on the world
without demanding anything more than joining a Facebook group, and for all of the Millennial
generations civic-mindedness, they are the main culprits of this occurrence.

We knew that in order for Polaris Project to debut a campaign that would be successful in both raising
awareness about child sex trafcking and differentiating its message from the many other NGOs that
ght for the same kind of cause, we would have to create something that inspired our target to remain
involved in our campaign even well after the initial hype died down.
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THE INSIGHT
With a grasp on our problem and the large, targeted audience that could play a part in our solution, we
took away one valuable insight: people want to relate to something. It seemed so obvious, but
its the simple truths that give birth to brilliant ideas. Our research revealed that Millennials view
themselves as a wayward generation, and are more apt to invest in something if it satises their sense
of belonging.

Child sex trafcking is an invisible issue. Knowledge about the crime itself is very limited in America,
especially amongst the younger generation. But the unifying thread that could keep our audience
invested, not only online, but ofine, is the fact that everyone human being has had a childhood. They
are memories steeped with innocence, joy, and liberation. Every man and woman had hopes and
dreams as a child, be it to spend their whole summer shing with their father or riding down a hill on a
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THE INSIGHT
new bike. The children lost in the sex trade are robbed of their innocence. This is what Millennials could
rally around. This is what they could belong to, an army of millions of young people ready to give back
an innocence stolen too suddenly.

Armed with an insight and a call-to-action, our creative brief paved the way for the campaign concept.
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the missing 12
CREATIVE BRIEF

CREATIVE STRATEGY STATEMENT: Ads will target innovative youth and fulll their sense of
belonging. A memorable representation of the negative impact sex trafcking plays in America will
galvanize them.

ADVERTISING PLAN:
# KEY FACT: Over 100,000 U.S. children are caught up in the U.S. sex trade each year, an industry
estimated to be worth over $9.5 billion. More than 1.5 million non-prots exist in the U.S. today,
and every year on average 100,000 are newly formed.
# ADVERTISING PROBLEM: Sex trafcking is a growing issue in the U.S. but the population is
ignorant to it; too many NGOs exist today for any audience to tell a distinctive difference.
# ADVERTISING OBJECTIVE: To increase awareness of sex trafcking in the US by differentiating
the Polaris Project from other non-prots.
# TARGET CONSUMER: 16-28, high school & college, social savvy, slacktivists
# COMPETITION: 8th Day Center for Justice, Breaking Free, California Against Slavery, Childrens
Rescue Initiative, Called to Rescue, International Justice Mission, Shared Hope, Household NGOs
(Red Cross, UNICEF)
# KEY CONSUMER BENEFIT: Consumers will feel satised in bringing about social justice.
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the missing 12
CREATIVE BRIEF
# DELIVERABLES: 1 (:30) viral video, 1 (:15) Spotify radio spot, 3 OOH billboards, 2 web banners,
1 Twitter overhaul, 2 press releases, 2 media advisories, 1 media plan, a budget
# TONE STATEMENT: Matter-of-fact, galvanizing, inspiring, dire

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the missing 12
AN INTERACTIVE SEARCH

The Missing 12 campaign attempts to give tangibility to something that is
intangible. It stems from the target audiences proclivity to support causes
that they can relate with. We knew that the campaign had to be both viral
and unforgettable, with a clear message thats tone denes the severity of
child sex trafcking. Our ultimate goal was to give the target a campaign that
lived where they were (the Web) but we also made sure that our concept
could live through every available medium, and that we never strayed from the Polaris Projects ultimate
objective: to raise awareness.

Using 12 stories of real children caught in the sex trade would bring the cause home for a lot of
participants. The idea would be that our audience would join Polaris in the search for these children,
utilizing social media and word of mouth to spread awareness about the mission.

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the missing 12
AN INTERACTIVE SEARCH
The entire campaign will be anchored by an event serving as the culmination of 3 months of guerilla
marketing and with this event in mind we took the campaign in a slightly different direction The
Missing 12 will span two years, split into three phases. Below all phases are explained in greater detail,
including the various mediums that will support them.
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the missing 12
PHASE ONE: AMBASSADOR PROGRAM
The ambassador program would be the rst part of the campaign, aimed to generate a core base of
participants nationwide that would assist the Polaris Project in disseminating information about human
trafcking on a national scale. Through an ambassador recruiting program the groundwork for the
campaign will be set - volunteers will begin to generate the social buzz as specied in M12
Ambassador packets, and hold grassroot events to inspire interest for the main event held in
January. Essentially they would serve as walking advertisements, producing interest in the Polaris
Project in their respective communities and utilizing social media and face-to-face sessions to stimulate
excitement about the event that would be held in January 2015. All interested parties would be directed
to the M12 microsite to ll out an application, complete with an interactive video explaining why the
cause means so much to them and in what capacity they see themselves helping the Polaris Project rid
the U.S. of child sex trafcking.





9
the missing 12
PHASE ONE: AMBASSADOR PROGRAM







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BECOME A POLARIS AMBASSADOR AND ADVOCATE FOR VOICELESS VICTIMS

POLARIS PROJECT IS ON A MISSION FOR 2015 TO SHINE THE LIGHT ON MODERN DAY
SLAVERY & CHILDREN WHO ARE VICTIMS OF CHILD SEX TRAFFICKING

We live in a world where powerful industries no longer only make their money in steel, or lumber, or
tech. Generating more than $9.5 billion yearly, human trafcking is one of the most lucrative industries
in the United States. Polaris Project is committed to combating human trafcking and modern-day
slavery, and to strengthening the anti-trafcking movement through a comprehensive approach.

In 2015 well launch our campaign The Missing 12 in an effort to focus on child sex trafcking and
raise awareness in order to educate those unaware of the impacts of child sex trafcking in America.

Were looking for the most dedicated and passionate candidates to be Missing 12 Campaign
Ambassadors. As a part of the campaign, Polaris will coordinate groups of M12 Ambassadors across
the country wholl be responsible for promoting the M12 Campaign and advocating on behalf of child
sex trafcking victims past and present.

With a launch date for the campaign in January 2015, the recruitment process will start May 15, 2014.
Application deadline will be June 15, 2014. Polaris will contact the selected M12 ambassadors by July
15, 2014.

Ambassadors will play a key role in helping Polaris Project meet its strategic objective of increasing
awareness and understanding the impacts and realities of child sex trafcking in America. Ideally, we
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want to raise awareness of men and women aged 16 to 28. We are looking for ambassadors that will be
able to communicate effectively to this audience.
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Our ambassadors will be a voice in their local community for Polaris Project and organize meetings at
community centers, high schools, state colleges and universities and at local government ofces.

Primary tasks:

Become familiar with the work of Polaris Project in general and with the laws about child sex
trafcking in their local area in particular.

Contact local groups and organizations and ask to speak at one of their meetings to spread
awareness, educate them and provide them with steps to help in the cause.

Deliver speeches and create conversation which engage and motivate audiences. This may be
face to face and online. (Please note: All relevant information and speaker notes will be provided.
Ambassadors may be required to do additional research to make it specic to local area laws and
statistics).

Adapt speeches to include new messages, time-specic information and local relevance as
communicated by the M12 communications team based out of Polaris Project regional ofces.

Organize a fundraiser and donate the proceeds to the M12 Campaign.

Host awareness event to watch and discuss a recent human trafcking documentary. Polaris
Project will provide materials for ambassadors to present.

Essential Requirements:

Condent speaker

Be social media savvy and be a social media inuencer

Good communication skills

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Ability to work in team setting and independently

Good organization skills

Passionate about the cause

Ability to work hard and be relentless about the cause

Condent in responding to questions from live audiences (both in person and online)

Ability to ask people to support the M12 Campaign through volunteering, fundraising and
spreading awareness

Time Commitments:

5 to 10 hours per week July through October 2014.

10 to 15 hours per week November and December 2014.

3 full days of availability: January 29 to 31, 2015 for day before, of and after event.

5 to 10 hours per week after event and concluding in December 2015.

Much of this work may be done remotely as we anticipate a lot of communication will be done via
social media.

Training:
All M12 ambassadors will be given complete training and a training package which contains sample
speeches/presentations and materials which will be adapted to include information relevant to local
areas. We understand this is a volunteer commitment and are exible to schedules.

Expenses:
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Any agreed out of pocket expenses which are incurred in regards to the M12 Campaign will be
reimbursed in line with the Polaris Project volunteer expenses policy.

Selection procedure:
If you are selected for the nal selection process, an interview will be conducted in person, via phone
or via Skype.

Support and Supervision:
We are as committed to you as Ambassadors as we are committed to our employees. M12
Ambassadors will receive regular updates on Polaris Project, goals, successes, laws, mandates, etc.

Compensation:
This is an unpaid volunteer position.
Application Procedure:

1. To apply to be a M12 Ambassador please submit your application at http://www.polarisproject.org/
M12Ambassdors
2. The following materials must be included in your application:
a. Resume
b. Response to 3 essay questions
c. Number of current Facebook friends, Twitter followers and YouTube subscribers
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d. Video component- 2 minute essay explaining your passion for advocating for victims of child
sex trafcking and why you want to be an ambassador. Be creative.
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e. Two letters of recommendation (I.e.: past or present employer, volunteer organization
supervisor or past or present professor)

Please understand that we can only choose so many ambassadors. In the event youre not selected,
please still be committed to the cause. We ask that all of those who arent selected stay connected with
us via Twitter, Facebook and YouTube. We will use these platforms to help you connect with the
selected ambassadors in your area. Ultimately, we want to help these children and as honorary
ambassadors you can be still be a part of the ght. To get started as an honorary ambassador like
our Facebook page, follow us on Twitter, share our YouTube videos. Post something about Polaris
Project and let people know to stay tuned for news about the M12 Campaign on your Facebook and
Twitter accounts.



Ways to take action and do your part:
(Original credit given to Katie Couric website, adapted for means of campaign)
Want to end child sex trafcking but not sure where to start? The Department of State compiled this list
of ways for you to get involved.
1. Learn the red ags that may indicate child sex trafcking and ask follow up questions so that you
can help identify a potential trafcking victim. Human trafcking and child sex trafcking
awareness training is available for individuals, businesses, rst responders, law enforcement, and
federal employees.
2. In the United States, call the National Human Trafcking Resource Center at 1-888-373-7888
(24/7) to get help and connect with a service provider in your area, report a tip with information on
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potential human trafcking activity; or learn more by requesting training, technical assistance, or
resources. Call federal law enforcement directly to report suspicious activity and get help from the
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3. Department of Homeland Security at 1-866-347-2423 (24/7), or submit a tip online at www.ice.gov/
tips, or from the U.S. Department of Justice at 1-888-428-7581 from 9:00am to 5:00pm (EST).
Victims, including undocumented individuals, are eligible for services and immigration assistance.
4. Be a conscientious consumer. Discover your Slavery Footprint, and check out the Department of
Labors List of Goods Produced by Child Labor or Forced Labor. Encourage companies, including
your own, to take steps to investigate and eliminate slavery and human trafcking in their supply
chains and to publish the information for consumer awareness.
5. Join or start a grassroots anti-trafcking coalition.
6. Meet with and/or write to your local, state, and federal government representatives to let them
know that you care about combating child sex trafcking in your community, and ask what they
are doing to address child sex trafcking in your area.
7. Distribute public awareness materials available from the Department of Health and Human
Services or Department of Homeland Security.
8. Volunteer to do victim outreach or offer your professional services to a local anti-child sex
trafcking organization.
9. Donate funds or needed items to an anti-child sex trafcking organization in your area.
10.Organize a fundraiser and donate the proceeds to an anti-child sex trafcking organization.
11.Host an awareness event to watch and discuss a recent human trafcking documentary. On a
larger scale, host a human trafcking lm festival.
12.Encourage your local schools to partner with students and include the issue of child sex
trafcking in their curriculum. As a parent, educator, or school administrator, be aware of how
trafckers target school-aged children.
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13. Set up a Google alert to receive current child sex trafcking news.
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14.Write a letter to the editor of your local paper about child sex trafcking in your community.
15.Start or sign a human trafcking petition.
16.Students: Take action on your campus. Join or establish a university or secondary school club to
raise awareness about human trafcking and initiate action throughout your local community.
Consider doing one of your research papers on a topic concerning human trafcking. Professors:
Request that human trafcking be an issue included in university curriculum. Increase scholarship
about human trafcking by publishing an article, teaching a class, or hosting a symposium.
(Sources: http://katiecouric.com/features/take-action-ways-to-stop-human-trafcking/)
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the missing 12
PHASE TWO: MEDIA TAKEOVER
A full media blitz will signify the beginning of phase two, beginning in November 2014 and extending
throughout the end of the year into January of 2015. All marketing would shift to promoting the M12
event in January 2015. In this time period specic targeted ads both on and ofine would be put up in
the cities the main events will be hosted in, to be explained in more detail in the media plan
additionally, PR efforts would take effect immediately. Following are two press releases and two media
advisories explaining both the campaign and event in January that would be distributed to all national
news lines, as well as local news lines in Washington, D.C. and Los Angeles, California.

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For Immediate Release#
Brandon Bouchard#
Media Relations Ofcer#
(202) 507-7962#
bbouchard@polarisproject.org
Press Release

POLARIS PROJECT LAUNCHES CHILD SEX TRAFFICKING AWARENESS CAMPAIGN
Washington, D.C. (May 1, 2014) On May 15, Polaris Project, a leading organization in the global ght against human trafcking, will
begin recruitment for volunteer ambassadors for their 2015 Missing 12 Campaign. The campaign, set to launch in January, will
feature a ctional child sex trafcking survivor every month of 2015 in efforts to raise awareness about the realities and impacts of
child sex trafcking in the United States.
We want to dispel the perception that child sex trafcking is isolated to foreign countries and doesnt exist in the United States,
said Bradley Myles, Executive Director and CEO of Polaris Project. Each year more than 100,000 children are estimated to be in the
sex trade in the United States.
The 12-month campaign aims to be a vast extension of the Take Action initiative that Polaris already operates. Polariss board of
directors want the campaign to help dene what child sex trafcking is, the true face of victims, and how and where to identify
trafckers.
A big part of the problem is a simple lack of awareness, said Myles. "It's a hidden crime. Trafckers do their best not to be
detected. If we're not looking, it's very possible we won't see.
Starting May 15, anyone looking to apply to be a Missing 12 Campaign Ambassador can go online to apply at http://
www.polarisproject.org/M12Ambassdors.
About Polaris Project
Polaris Project is a leading organization in the global ght against human trafcking and modern-day slavery. Named after the North
Star "Polaris" that guided slaves to freedom along the Underground Railroad, Polaris Project is transforming the way that individuals
and communities respond to human trafcking, in the U.S. and globally.
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By successfully pushing for stronger federal and state laws, operating the National Human Trafcking Resource Center hotline
(1-888-373-7888), conducting trainings, and providing vital services to victims of trafcking, Polaris Project creates long-term
solutions that move our society closer to a world without slavery. For more information please visit polarisproject.org. Also connect
with Polaris Project on Twitter: www.twitter.com/Polaris_Project, Facebook: www.facebook.com/polarisproject and YouTube:
www.youtube.com/user/polarisproject1.
###
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For Immediate Release#
Brandon Bouchard#
Media Relations Ofcer#
(202) 507-7962#
bbouchard@polarisproject.org#
Press Release
Pink and Alicia Keys to perform at launch events for the Missing 12 campaign
Washington, D.C. (January 23, 2015) The worlds of anti-child sex trafcking and music will collide in Los
Angeles and D.C. on January 30, as Polaris Project kicks off The Missing 12, its newest campaign in honor
of Human Trafcking Awareness Month. The events mark the launch of the 12-month campaign that will run
from Jan. 30, 2015 to Dec. 30, 2015.
More than 7,000 people are expected to attend the launch events, which will be held simultaneously in both
Los Angeles at Grifth Park and in D.C. at West Potomac Park, a section of the National Mall. The M12 events
will feature musical performances by American singer-songwriter, Pink, in Los Angeles and by American R&B
singer-songwriter, Alicia Keys, in D.C.
The event is focused on educating about the realities of the child sex trafcking industry, raising awareness and providing
attendees with education materials and victim resources. The event will have 12 stations marked with red balloons with information
about the missing victims. Every half-hour one balloon will be released to represent them.
Guest speakers for the event will include Bradley Myles, Polaris Projects CEO, Keeli Sorenson, Polaris Projects Director of National
Programs, survivors and the families of missing victims.
We want to bring these missing children home and it starts with shining the light on this hidden and vile crime, said Sorensen.
We want people to leave here more knowledgeable and feeling empowered to spread the word about this vicious industry.
Polaris has partnered with national sponsors Etsy, Alex & Ani Designs, the District of Columbia: Ofce of Victim Services and The
Hyde & Watson Foundation for the events in both locations.
About Polaris Project
Polaris Project is a leading organization in the global ght against human trafcking and modern-day slavery. By successfully
pushing for stronger federal and state laws, operating the National Human Trafcking Resource Center hotline (1-888-373-7888),
and providing vital services to victims of trafcking, Polaris Project creates long-term solutions that move our society closer to a
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world without slavery. For more information please visit polarisproject.org or connect on Twitter: www.twitter.com/Polaris_Project,
Facebook: www.facebook.com/polarisproject and YouTube: www.youtube.com/user/polarisproject1.
###
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Alicia Keys will join thousands to raise awareness in Los Angeles against child sex trafcking
industry
What: The worlds of anti-child sex trafcking and music will collide in D.C. on January 30, as Polaris Project, a leading organization
against human trafcking and modern-day slavery, kicks off The Missing 12, its newest campaign in honor of Human
Trafcking Awareness Month.

When: Friday, Jan. 30, 2015
10 a.m. to 5 p.m.

Where: West Potomac Park, section in the National Mall
West Basin Dr. SW
Washington, D.C. 20024

Features: This free event will include:
# Guest speaker, Bradley Myles, Polaris Projects CEO
# An interactive look into the stories of 12 current missing child sex trafcking victims
# Survivor stories and speeches from current victims families
# Musical performance by Alicia Keys
# Education stations for anti-child sex trafcking and victim resources
Visuals:
# Alicia Keys, American R&B singer-songwriter, performing
# More than 3500 attendees expected
# Releasing of red balloon every half hour to represent 12 missing victims
# Attendees wearing matching attire and black balloons
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MEDIA ADVISORY FOR
Anti-Child Sex Trafcking Awareness
Event
Attention: Editors/Reporters
# Event commences with every attendee releasing their black balloon in honor of all victims and survivors

Who: Polaris Project is a leading organization in the global ght against human trafcking and modern-day slavery.
Media Contact: Brandon Bouchard, Polaris Project Media Relations Ofcer Tell: 202-507-7962
bbouchard@polarisproject.org
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Pink will join thousands to raise awareness in Los Angeles against child sex trafcking industry
What: The worlds of anti-child sex trafcking and music will collide in D.C. on January 30, as Polaris Project, a leading organization
against human trafcking and modern-day slavery, kicks off The Missing 12, its newest campaign in honor of Human
Trafcking Awareness Month.

When: Friday, Jan. 30, 2015
1 p.m. to 7 p.m.

Where: Grifth Park
40730 Crystal Springs Dr.
Los Angeles, CA 90027

Features: This free event will include:
# Guest speaker, Keeli Sorenson, Polaris Projects Director of National Programs
# An interactive look into the stories of 12 current missing child sex trafcking victims
# Survivor stories and speeches from current victims families
# Musical performance by Pink
# Education stations for anti-child sex trafcking and victim resources
Visuals:
# Pink, American pop singer-songwriter, performing
# More than 3500 attendees expected
# Releasing of red balloon every half hour to represent 12 missing victims
# Attendees wearing matching attire and black balloons
# Event commences with every attendee releasing their black balloon in honor of all victims and survivors
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MEDIA ADVISORY FOR
Anti-Child Sex Trafcking Awareness
Event
Attention: Editors/Reporters

Who: Polaris Project is a leading organization in the global ght against human trafcking and modern-day slavery.

Media Contact: Brandon Bouchard, Polaris Project Media Relations Ofcer Tell: 202-507-7962 bbouchard@polarisproject.org

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the missing 12
SOCIAL MEDIA PLAN
THE MISSING 12 CAMPAIGN SOCIAL MEDIA COMPONENT: TWITTER, FACEBOOK and
YOUTUBE
# As an extension of the campaign, consumers will be encouraged to take part in the Missing 12
campaign. This gives the target audience a way to interact with Polaris Project, and keep the
brand both transparent and easy-to-reach.

SOCIAL MEDIA OBJECTIVES:
# Increase followers on Twitter
# Increase likes on Facebook
# Increase shares of content on all media platforms
# Increase engagement
# Build awareness about Polaris Project Missing 12 Campaign
# Create conversation
# Listen to relevant conversations
# Promote content through Twitter, Facebook and YouTube
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SOCIAL MEDIA PLAN
# Build relationships with inuencers
SOCIAL MEDIA ACTION PLAN:
The communications department will primarily be responsible for posting on the chosen social media
platforms and thus responsible for this portion of the campaign. In order to promote the campaign and
encourage conversation the hashtags #M12, #Missing12, and #Findthe12 will be used. The hashtags
will be featured in the campaigns YouTube video, print ad, web banner, billboard, mall banner, media kit
and the event in order to drive trafc to Twitter, Facebook and YouTube. The hashtags will be applicable
on Twitter and Facebook.
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Tweets and posts will include:

Campaign slogans

Photos

Videos

Links to Twitter to continue conversation and increase followers.

Links to Facebook to continue conversation and increase Facebook likes.

Links to YouTube to increase video shares.

TWITTER ACTIVITY:
ACTION TYPE ACTION DETAILS FREQUENCY METRIC/TRACKING MEANS
Increase Follower
Count
Utilize 3
applications to
increase # of
relevant followers.
Ongoing

# Followers

# Relevant
Followers

% Increase

Twitter
platform

Twiends
platform

TweetAdder
4.0
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Follow Users
Follow Backs
Search for and
follow relevant
users according to
prole and tweets.
Ongoing

# Following

Follower:
Following Ratio

Twitter
platform

TweetAdder
4.0
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SAMPLE TWEETS:

Lucy was 6 when she was taken. Find out more of her story: ow.ly/fR4d12 #M12 #Findthe12

The clock is ticking. Join the search and end child sex trafcking in the U.S. #M12
Tweet

Tweet relevant
content to
campaign.

Link to other
social media
sites.
1 tweet/day

# Clicks

# Retweets &
Replies

Twitter
platform

Hootsuite
Community
Engagement &
Management

Retweet other
Twitter users
content.

Reply to users
who engage with
M12.

Comment on
tweets related to
key words,
phrases,
industries and
campaign.
Ongoing % Feedback

Search
Twitter.com

Hootsuite

Twitter
stream
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Tweet @Polaris Project Was just linked to the #Findthe12 video on Youtube. Count me in.

Its not too late to get involved with the #M12 campaign.

Find out more about the Missing 12 on our website www.PolarisProject.org/Missing12. #M12
#AmericasYouth
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FACEBOOK ACTIVITY:
ACTION TYPE ACTION DETAILS FREQUENCY METRIC/TRACKING MEANS
Increase Like
Count
Produce and post
interactive content.
Ongoing

% Impressions

% Feedback CTR
(click through
rate)

% Increase

Facebook
platform

Hootsuite
Post Content Utilize existing
resources to create
engaging content:
Articles, Polaris
Project blog posts,
video shares, link to
other social platforms
etc.
4-5 posts/
wk

% Impressions

% Feedback CTR

Facebook
platform

Hootsuite
Like Fan
Pages
Search for relevant
pages to receive
updates.
2 new
likes/wk

# Clicks

Facebook
Search

Internet Search
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Community
Engagement

Like and comment

on relevant posts.

Post questions to
community and
respond.
Ongoing % Feedback

Facebook News
Feed
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FACEBOOK SAMPLE STATUS UPDATES:
# At any given moment in any given year, 100,000 children are caught in Americas sex trade. These
kids are kidnapped by predators motivated by money, their vulnerability online, on the
playground, or as runaways exploited. Adam is one of these kids. Read more about Adams story
and see what you can do to help us nd children like Adam by visiting polarisproject.org/m12 and
joining our search.
# As you read this, children are disappearing. One through her computer. One from a playground.
Another in a supermarket aisle. But they wont fade away; theyll just changes faces. Change
places. That place could be right next door. In the car across from you. In the apartment above
you. Join the Polaris Project in nding the Missing 12. Buy your action kit today: polarisproject.org/
m12
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YOUTUBE ACTIVITY:

ACTION TYPE ACTION DETAILS FREQUENCY METRIC/TRACKING MEANS
Increase
Subscriptions
Produce and post
interactive content.
Ongoing

% Impressions

% Feedback CTR
(click through
rate)

% Increase

View count

Google Analytics
Post Content # Create videos
for Missing 12
Campaign.
# Update videos
4-5 posts/
wk

% Impressions

% Feedback CTR

Youtube

Facebook
platform

Hootsuite
Community
Engagement

Comment on
relevant posts
within Polaris
Project.

Respond to other
content on
YouTube relevant
to child sex
trafcking.
Ongoing % Feedback

Facebook News
Feed
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the missing 12
PHASE THREE: THE EVENT
The event itself will be held on January 30, 2015 to commemorate the second-to-last day of National
Human Trafcking Awareness Month. The campaign will encourage participants to help the Polaris
Project 'nd them,' purchasing action kits, spreading the word, and interacting through various social
media platforms. Held in dual locations to accommodate both the East & West coast, Washington, D.C.
and Los Angeles, California were chosen for their large, metropolitan, young city centers and because
they are natural hubs for much non-prot action.

Funding for the event would come from foundation sponsors, District of Columbia: Ofce of Victim
Services and The Hyde & Watson Foundation and two new corporate sponsors, Alex & Ani and
Etsy. Alex & Ani was chosen because of its charitable arm, crafting limited edition bracelets for
philanthropies of its choosing. All proceeds from bracelet sales would be split evenly between the
January event and future Polaris Project programming.

The original concept was to hold mini-events in various regional locations around the United States, but
budgeting will not allow that. For all intents and purposes the same event timeline will be held at each
location.

Each event will start with a speech from a member of the Polaris Project executive board, sharing the
history of the child sex trade in America and thanking participants for coming out in the search of the
12 children. This will be followed a musical performance by a famous inuencer of the cause (this
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the missing 12
PHASE THREE: THE EVENT
inuencer/opinion leader will have been enticed to join the event through the buzz generated on social
media by ambassadors and participants).

The Washington D.C. event will be held in West Potomac Park, on the National Mall, and the Los
Angeles, California event will be held in Grifth Park.

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A stage will serve as the center point of each event. The signicance of the event will be theballoons,
an element that will live throughout our entire campaign - balloons often represent innocence, and so
day-of each person attending will be asked to wrap a black balloon (one that will be in the action kit)
around their right wrist to represent all of the children caught up in the sex trade. At the actual event,
12red balloons will be stationed in a circle \around the main stage, each balloon representing each of
the 12 missing children. At every half hour mark one red balloon will be let go to y off into the sky,
and that child's story will be shared.

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TARGETED WEB BANNER (SHOWN ON ETSY)


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TARGETED WEB BANNER

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ALL THEY WANTED VIRAL YOUTUBE VIDEO
Open with the feet of a child.


Switch to copy on screen.



Switch to another childs feet.

Switch to copy on screen.

Switch to another childs feet.

Switch to copy on screen.


Switch to another childs feet.

Switch to copy on screen.
VOICEOVER: (Childs voice) All I wanted was to ride my
bike.


COPY: Every year, 100,000 U.S. children fall into the snare of
the sex trade.
Runaways, honor students, foster kids and athletes all with
wishes and hopes and dreams.

VOICEOVER: (Childs voice) All I wanted was to dance.

COPY: Dreams that may never see reality unless we nd
them.

VOICEOVER: (Childs voice) I just wanted to escape not to
disappear.

COPY: On January 30, the Polaris Project hopes to nd 12 of
these children and share their stories with the world.

VOICEOVER: (Childs voice) All I wanted was a friend.

COPY: Join the search. Take up arms. Help us be a voice to
the silent. When everything else fades away, the cry of a
chi l d vi ct i m t o sex t r af cki ng does not . Vi si t
polarisproject.org/missing12 and join our search. With your
help, we will nd them. With your help, we will rid our country
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the missing 12
SPOTIFY RADIO AD SPOT
SFX: Children playing in the background
SFX: Cut to silence
VOICEOVER: Each year, 100,000 U.S. children are lost in the sex trade. On January 30, The Polaris
Project will ght to nd 12 of them. When everything else fades away, the cry of a child
victim to sex trafcking does not. Visit polarisproject.org/missing12 to join the search.

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BILLBOARDS


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BILLBOARDS


























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BILLBOARDS

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BUDGET & MEDIA PLAN
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