Sanlaap: Snap The Supply Chain

Wunderman Thompson India has collaborated with Sanlaap, a Kolkata-based NGO that rescues and rehabilitates trafficking survivors, to create 'Snap The Supply Chain', an outdoor poster campaign integrated with AR technology to captivate and engage with audiences, taking them along a journey of realisation, from problem to solution. Studies show that human traffickers operate through sophisticated supply chains. Victims find themselves caught in a horrific journey, kicked on from handler to handler. A cruel passing game perfected by its perpetrators, making it almost impossible to find and rescue them. Most people are oblivious to the operations of human traffickers. More importantly, they are unaware that simple human intervention can help ‘snap the supply chain’ and lead to the rescue and rehabilitation of victims. This allows the cruel criminal industry to thrive unchecked. Since traffickers view their victims lives as something to be played with, their supply chains were represented as a football formation, an intricate, elaborate art style juxtaposing the victim’s journey from a safe environment into the hands of evil doers. As the eye travels along the design, the victim’s story unravels and more details are revealed. The more time spent decoding every detail, the deeper the connection with the viewer. When the posters are scanned using an AR app, the technology brought the artwork to life on their phone screens, engaging audiences by showcasing the supply chains and the victim’s horrific journey in much more detail. That’s when audiences discover that they can intervene and help snap the supply chain. An interactive feature encourages audiences to tap. Doing so reveals a reversed version where the negative characters flip into good ones, and the victim’s story reverses from the hands of traffickers into the love and care of rehabilitation. These posters and their embedded AR experiences clearly highlighted the fact that any kind of human intervention, like a simple phone call to Sanlaap can snap the supply chain for good and save millions of women out there.