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TBWA\Dublin’s Chilling Campaign Highlights Terror of Human Trafficking



International Organisation for Migration film empowers the public to know the signs of human trafficking

TBWA\Dublin’s Chilling Campaign Highlights Terror of Human Trafficking

IOM’s global counter-trafficking activities are geared toward the prevention of human trafficking, particularly of women and children, and the protection of victims/survivors, and migrant’s rights. Part of the IOM mission is to empower the public to know the signs of human trafficking and what steps can be taken if a possible case is identified.

The prevalence of human trafficking in Ireland is likely higher than official statistics report, and according to the US State Department’s annual Trafficking in Persons (TIP) report, which ranks Ireland as a tier two watchlist state, experts are concerned about the number of victims formally identified and believe that it doesn’t reflect the true scale. According to, there were 318 victims of human trafficking identified in Ireland in the last five years, but the real figures are potentially even starker, with data showing human trafficking could be 38% higher than reported. 

Yvonne Caplice, business director at TBWA\Dublin said: “The statistics about human trafficking in Ireland are really shocking so together with IOM, we created a social campaign to open the eyes of the public to the fact that modern day slavery is a crime which exists in Ireland in the form of human trafficking, to help people know the signs to identify a potential victim and to be vigilant of anything suspicious.”

The campaign was created and produced by TBWA\DUBLIN with IOM providing thematic expertise and oversight, and was shot by their in-house Director Matthieu Chardon in conjunction with Make, the production arm of TBWA\Dublin.

TBWA\Dublin executive creative director, Des Creedon said: “This campaign is all about how human traffickers profit from the misery of their victims in a perversion of the idea of employment By using the everyday language of employee rewards and recognition, we wanted to highlight the inhumanity that victims are forced to endure - but in a very real and affecting manner.”

Niall Staines, creative director added: “The campaign uses the “Employee of the Month” motif to showcase this perversion of employment, as we hear and see this recognisable workplace recognition, but then suddenly as we become more aware of the circumstances, the scene changes to something far more sinister”.

The social campaign hopes to raise awareness first and foremost that this type of modern slavery, takes places in Ireland today. It then asks us as viewers if we are suspicious or have concerns to speak up and check out the website “”

IOM Ireland’s chief of mission, Ms Lalini Veerassamy said: “ Human trafficking is a hidden crime happening in Ireland, and it can be challenging for victims to escape situations of exploitation or feel confident to come forward for assistance. This means it is important for the public to be aware that it is happening, and to know how to spot the signs, report a suspicion or get further information.”


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Genres: People, Storytelling

Categories: Awareness, Corporate, Social and PSAs

TBWA\Dublin, Mon, 08 Nov 2021 12:56:00 GMT