Covenant House: Shoppable Girls

Covenant House has launched a new campaign called Shoppable Girls with the goal to raise awareness and start a dialogue about sex trafficking ahead of Human Trafficking Awareness Day on February 22nd. The hope is young girls will be encouraged to educate themselves on the issue and ultimately be equipped to help prevent sex trafficking. The digital campaign from TAXI Toronto centers around Shoppable Girls - a fictional fashion brand that doesn't actually sell clothes, but instead sells the models wearing them. It’s a unique and unsettling approach to targeting an elusive teenage female demographic that is largely uneducated about the ongoing sex trafficking crisis in Canada. Shoppable Girls launched alongside a digital retail campaign that utilised shoppable ad units on Instagram and Snapchat. At first glance the ads appear to be for a typical fashion campaign. It’s only once ‘shoppers’ click through that they realise it’s not the clothing that’s for sale, but the models themselves. In reaching the campaign website, ‘shoppers’ will learn about sex trafficking myths and warning signs so they can protect themselves and look out for their friends.