Joy Smith Foundation Returns for Year 2 of ‘Trafficking Signs’ Campaign

Between recent highly visible scandals and a rampant increase of cases, human and sex trafficking has reached new levels of awareness amongst Canadians and globally. However, with new luring opportunities popping up all the time and limited resources, human and sex trafficking continues to be one of the most significant criminal enterprises in the world. This isn’t just a global problem - it’s happening in our own backyard with someone being lured into sex trafficking within one kilometre of every Canadian resident. 

To coincide with National Human Trafficking Awareness Day (February 22nd), The Joy Smith Foundation has once again partnered with Toronto agency Diamond to evolve its highly successful ‘Trafficking Signs,’ campaign which saw over 10,000 Canadians visiting the campaign site to learn more in 2023. 

After raising awareness of the issue in year one, this year’s campaign takes a more grassroots approach to ensure parents and teens know how to spot the signs of trafficking - before it’s too late. 

“Obtaining a driver’s license is a milestone for many teens in which they pay close attention to information and the signs to look for,” said Peter Ignazi, chief creative officer at Diamond. “They study the rules, know the traffic signs, and what the watchouts are that every driver should know. Through our research, we felt this critical moment to intercept and have real teens learn about the very real risks.”

The campaign sees The Joy Smith Foundation connecting with Canadians at a community level, starting with teens to show the signs of (human) trafficking through educational resources inclusive of a Trafficking Signs Handbook, similar to the iconic Driver’s Handbook. To develop a poignant PSA the Diamond team took a unique approach by partnering with a real driving school, bringing in a human trafficking survivor to educate students on the signs. The message is clear: this is something that can happen to anyone. These resources are being shared nationwide with driving schools across the country. 

To bring further reach to the initiative, The Joy Smith Foundation has partnered with global shipping and logistics company, UPS, a staple in nearly every community in Canada. Continuing its commitment to human trafficking awareness and education, through the partnership, UPS will be educating all employees to be aware of the nine signs of trafficking to watch for so that they can spot the dangers in their community and to protect their loved ones.

As illustrated in the Trafficking Signs handbook available for download here, the nine warning signs of sex trafficking to be on alert for include:

1. Sudden interest in a man several years older

2. New clothing, jewellery or gifts without having money

3. Frequent sleepovers at a friend’s house

4. A sudden change in style of dress or makeup

5. A new circle of friends and isolation from their old group

6. Change in attitude towards school, regular activities, friends

7. Grades dropping

8. Unexplained cuts or bruises

9. Using two cell phones

“Education is our most important tool to prevent human trafficking in our communities,” says Janet Campbell, CEO and president of the Joy Smith Foundation, Canada’s leading authority on the prevention and intervention of human trafficking. “Every day, Canadian youth are manipulated and forced into the sex trade, with many unaware this is happening in their own backyard. In year one we went wide spread with awareness, now this year we are really focusing on community level sign education to ensure we can all take steps to protect our friends, family and neighbours.”

The campaign evolves much of the original Trafficking Signs work and now includes a PSA video, updated website, social content, earned influencer and PR support, all developed and executed by Diamond.