Government of Canada

Road Blocked.

Experiential Marketing

Challenge
Change Canadians’ perception of human trafficking and those most vulnerable.
Strategy
Develop an interactive experience bringing data on Human Trafficking to life.
Solution
A travelling interactive exhibit.
Results
1.2 million impressions and 96% increased awareness rate.

Challenge

Overcoming the Challenge

Human trafficking is a severe issue in Canada. Perpetrators rely on a lack of awareness and understanding to prey on their victims, forcing them into activities related to sex, labour and other forms of exploitation.
Three girls looking at a black wall with words from a survivor

Strategy

A Unique Way of Approaching The Problem

Public Safety Canada and Banfield Agency were looking to develop an interactive experience to bring the data to life and change Canadians’ perception of human trafficking. Proof Experiences, in partnership with Banfield Agency, created a travelling educational exhibit that brought to life data surrounding Human Trafficking in an interactive way.
A person in a red t-shirt answering a question on a touchscreen

Solution

The Proof Touch

By developing a series of interactive stations guided by our team of Ambassadors, we ensured visitors could connect with and retain this complex information. At each station, visitors learned about those most vulnerable to human trafficking, how to spot potential warning signs, and offered tips to help those at risk. Visitors also had the opportunity to read a firsthand account of a survivor.
A group of people interacting at a Health Canada event

Results

Project Impact

Our travelling exhibit brought Canadians together to engage in meaningful conversations about Human Trafficking. Over six weeks, we visited six cities across five provinces, where 96% of visitors we met stated that they gained a better understanding of Human Trafficking following their experience with our activation. We mean, the proof is in the numbers.

33K+

interactions

1.2M

Impressions
Three people in black t-shirts standing in front of a black and green truck
This project was no small feat.

Our team provided the following services:

Services
  • Experiential Ideation & Execution
  • Production & Development
  • Brand Ambassador Recruiting & Training
  • Venue & Partner Management
  • Reporting, Measurement & Analytics
  • On-site Management
  • Tour Planning

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