Joy Smith Foundation

See The Trafficking Signs

Agency: Diamond


Within 1KM, Someone is Being Lured into Sex Trafficking

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.

“Education is our greatest weapon in prevention,” says Janet Campbell, CEO and President of the Joy Smith Foundation, Canada’s leading authority on the prevention and intervention of human trafficking. “Predators shouldn’t be the only ones who recognize who is most vulnerable. When each of us know the signs to watch for, we can all take steps to keep it from happening.”

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.

“The warning signs of sex trafficking are there in plain sight, if you know what to look for,” says Dave Stevenson, SVP Creative Director at Diamond. “This campaign is about making trafficking signs as obvious as traffic signs to give every Canadian the know-how to keep youth safe.”

The national awareness campaign is also being supported by an extensive paid and organic social campaign using out-of-home and digital banners. The campaign’s out-of-home component includes posters that will be placed in schools, each showing various youth inside the campaign’s visual motif, a triangular warning sign.

The ads also feature an overview of the nine warning signs that someone is being groomed by a trafficker. All the campaign assets drive to the website, which contains additional information.

This professional campaign titled 'See The Trafficking Signs' was published in Canada in February, 2023. It was created for the brand: Joy Smith Foundation, by ad agency: Diamond. This 360° medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted about 1 year ago by Founder: Shannon Stephaniuk of Glossy.


Title: See The Trafficking Signs
Client: Joy Smith Foundation
Founder: Joy Smith
CEO and President: Janet Campbell
Program Director: Katelyn Campbell
Executive Advisor: Ross Nepean

Agency: Diamond
Partner: Josh Diamond
Chief Creative Officer: Peter Ignazi
SVP Creative Director/Copywriter: David Stevenson
Creative Director/Art Director: Andrew Mowbray
Art Director: Bruce Harris
Executive Producer: Mark Graham
Agency Producers: Mark Graham, Vinny Gill, Adam Tinker, Dan Vink, Leia Comegna
Digital Strategy: Alexandra Kolar, Amanda Lazarovitz, Paul Ibrahim, Alix Mackenzie
Account Director: Blaire Jackson
Account Executive: Tanya Raheem
Influencer Support: Kyle Lin, Varsha Kumar, Neelu Vasishat, Alex Rudow, Karandeep Sandhu, Milana Gladilina
Design Director: Kyle Nielsen
Designers: Brenna Preston, Clarissa D’costa, Jenna Cronje, Sarah Hickey, Evelyn Wong

PR: Shannon Stephaniuk, Glossy

Production Company: Untitled Films
Executive Producers: Tom Evelyn, Lexy Kavluk
Director: Taylor Reid
Director of Photography: Paul Reid
Line Producer: Ian Fingerland

Wardrobe: Sheri Monk

Stills Photographer: Nicole De Kohrs

Casting: Powerhouse Casting
Casting Director: Andrew Hayes

Sound and Music Composition: Berkeley Inc.
Creative Director: Jared Kuemper

Editorial: Nimiopere
Editor: Steve Puhach
Executive Producers: Paula Hicks, Julie Axell
Assistant Editor: Hannah Stone

Colour, VFX, Online: Darling
Producer: Morgan Campbell
Colourist: Patrick Samaniego
Assistant: Eric Kingsbury
Online: Lauren Rempel
Assistant: Russell Hanson


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