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Top 6: March 1st 2023
Interactive
The Joy Smith Foundation: See the Trafficking SignsTop 6: March 1st 2023
Sex trafficking is a growing crisis in cities and towns across Canada, with youth being manipulated and forced into sex trafficking every day. The Joy Smith Foundation has launched 'See the Trafficking Signs', a powerful national awareness and education campaign intended to prevent Canadian youth from being lured into the sex trade. Created by Toronto agency Diamond, the campaign is designed to educate people on the common signs that someone may be at risk of being groomed and lured into sex trafficking. The harrowing campaign video, directed by Taylor Reid of Untitled Films, gives a first-hand look at how people are slowly groomed and coerced by sex traffickers. “It was the first time I really felt special,” says one person atop a pleasant musical background. The video takes on an increasingly darker tone as it progresses throughout four different story lines, explaining how their traffickers began exerting more control—from getting them to wear clothing he liked, to buying them a second phone. It ends with the message that someone nearby is being lured into the sex trade. The spot is being promoted online as well as on TV across Canada.
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