48H - ADVERTISING COMPETITION
COMPETITION
48h – In Gothenburg 2019
ROLE
Art director: Hanna Josgård
Copy: Oscar Livh
Project leader: Isabella Johansson Vestberg
PARTNER
RealStars Sweden – is an independent non-profit organization against trafficking that focuses on discouraging purchases sexual services. The association was founded in 2010 by Malin Roux Johansson. RealStars stands for Fair Sex - sex on an equal footing terms!
COMMUNICATION BRIEF
Create communication that draws attention and urges for reflection! To change attitudes and values about sex purchases, especially for men.
COMMUNICATION GOALS
Getting men to say no to men who buy sex!
TARGET GROUP
The general public. Primarily men.
CONCEPT TEXT
For a lot of men, buying sex is a daily routine, as picking up the children at the kindergarden. In our campaign we wanted to show what the real sex buyer can look like. We want to kill the myth of the stereotypical sex buyer and show that a perpetrator might as well be your nicest neighbour, your ever-happy colleague or your best friend. On our print ad we did a seemingly "to do" list of everyday things like "buy milk" and "pick up the kids" combined with "buy a nasty slut”. We wanted to highlight that one of ten men buys sex in Sweden and the other nine can tell him NO. In order for them to do that, we need to give them the right tools. Our solution to this is a digital guide ”Real Talk”, for those who suspect someone in their vicinity is buying sex but does not know how to address the topic. By reading the Real Talk guide, we offer hands-on advice to those who want to make a difference but do not feel confident in having such a conversation. When more people dare to say no, we together create a tougher climate for perpetrators in the long run. The harder it becomes to buy sex, the less demand for prostitutes becomes. The less demand for prostitutes, the less trafficking. There may be many aspects, but supporting conversations can be the most important puzzle to fight against trafficking.
