2. Nevertheless the victims are invisible.
HUMAN TRAFFICKING AFFECTS NEARLY
EVERY COUNTRY IN THE WORLD.
Main Objectives
• Spread out the Blue Heart
• Remind people that HT is a global issue
• Increase contributions
• Target younger people
• Rejuvenate the campaign
3. WHO ARE WE
TALKING TO?
“I am not an activist but I want to do something
to make the world a better place.” Maria, 30, Italy
“When doing something good I want all my
friends to know.”Chris, 18, USA
“Human Trafficking is something that happens
on TV and not in my community.” Max, 23, Germany
Target Group
7. Interaction
- Users show solidarity via Social media using campaign’s #
- Each posts = one Blue Heart on the map
Information
- Stories, facts & case studies by the Blue
Heart Campaign will be visualized as
red hearts and show the spread of HT
Action
- Raise donations
- Connect informative part to donations
with actual help for victims
HOW TO ACTIVATE
THE CROWD?
Execution
8. KEEP THE HEART
BEATING
1. Kick-Off
Spreading a video with prominent
testimonials as first supporters
2. Storytelling & Media Relations
Creating relevant content which is worth
spreading by users, media & bloggers
3. Supporting Activities
Using existing events & milestones like
International HT Day & the annual report to
raise on-going awareness
9. WHAT’S THE
MEASURES?
KPIs and Resources
Relevant KPIs
1. Reach (amount of users and hearts)
2. Media coverage
3. Donations
4. User generated content
Resources
1. Financial: programming Map,
production of video and
multimedia content
2. Personnel: All content will be
created by UNODC or users.
10. THE GLOBAL
HEART MAP
to make the invisible visible.
Human Trafficking is a global issue
but millions of victims are invisible.
The virtual Global Heart Map gives
people a powerful tool with easy
access to take action, show
solidarity & raise their voices
against Human Trafficking.
Interactive, informative and with
media-relevant stories of survivors
and supporters. With direct links to
take action.
Everything to #MakeThemVisible.
Notas do Editor
Claudia
claudia
We thought about some consumer insights to make clear how the target audience is thinking:
+ they want the world to be a better place
+ when doing something good they want their friends to know
+ the issue of human trafficking is not part of their world
For Maria, Chris and Max, the victims are invisible.
So we have to make the invisible visible.
Claudia
Claudia
How the map actually works:
It contains three main attributes:
In the interactive part users post suppotive messages, videos, pictures via Facebook, Twitter & Instagram using the hashtag #makethemvisible
Those posts become visible as blue hearts on the map enriched with this user generated content.
Also the UNODC contributes information about Human Trafficking such as stories, facts and case studies. They appear as red hearts on the map.
Of course we want to raise donations so we connect the informative parts with the possibility to easily help victims.
Of course we need to keep the heart beating and activate user for a long term.
We also have to make the map media relevant.
We will start with a video featuring a prominent testimonial informing about the invisibility of victims. Also the testimonial will be one of our first supporters on the map.
UNODC will create touching and informing content about survivors which is worth spreading by users, media and bloggers.
Also we will use existing events and milestones and connect them to the map to raise on-going awareness.