WORK FOR GOOD CUT

Trafficking Incorporated - Talita
Non Profit

Silver

Title:	Trafficking Incorporated
Brand:	Talita
Product/Service:	Non Profit
Client:	Talita
Entrant Company:	Åkestam Holst NoA
Agency:	Åkestam Holst NoA
Production Company:	Åkestam Holst NoA
Sound Company:	Flickorna Larsson
Creative Director:	Daniel Vaccino, Joakim Khoury
Entrant Company Country:	Sweden
Release Date:	2023-11-15
Individual Credits:	Agnes Nisbel Fjäll - Copywriter
Individual Credits:	Linus Bronge - Copywriter
Individual Credits:	Shilan Shewki - Art Director
Individual Credits:	Ivan Trip - Art Director
Individual Credits:	Stina Hansson - Planner
Individual Credits:	Sebastian Stuben - Planner
Individual Credits:	Linda Bryttmar - Production Manager
Individual Credits:	Anna Nollendfors - Production Manager
Individual Credits:	Natalie N'doye - Client Director
Individual Credits:	Rosanna Hagald - PR
Individual Credits:	Mattias Nordenham - Motion Designer
Individual Credits:	Lotta Persson - Graphic Designer
Individual Credits:	Keduse Paulos Sime - Frontend Developer
Notes for Judging:	In Sweden, the law protects those exploited in sex trafficking by making it illegal to buy but legal to sell sex, treating them as victims, not criminals. However, a paradox has emerged as the Swedish government started to tax women suffering in the sex trade, treating their exploitation as if they were selling lemonade, phones or consultant services. This approach not only trivializes their suffering but also makes their trauma worse by treating their forced situation as if it was a normal job. It ignores the harsh truth of their exploitation, making them more stuck in a system that doesn't care how bad they are hurting. We wanted to show how ridiculous it is to think of sex trafficking as a profession. So, we flipped the script and used the governments own style and rhetoric against them. By mixing the language of running a business with the real life situations of the exploited women, we created a contrast that was impossible to ignore. We showed the rough and uncensored truth, just as it feels like by those who suffer in the sex trade. All units in the campaign led to a campaign website (talita.se/skatt) where visitors were encouraged to file for change with a message to the government to influence the current tax legislation. Trafficking Incorporated resonated far beyond Sweden's borders, highlighting a global issue that affects millions. By bringing attention to the exploitation and unjust taxation of sex trafficking victims, the campaign encouraged a worldwide audience to reconsider how these individuals are treated. The creative approach of using business language to expose the cruel realities faced by victims not only engaged and educated people but also inspired international conversations about human rights and justice. This campaign's call for public action set a powerful example, showing how collective efforts can lead to significant legal and social changes. By doing so, Trafficking Incorporated not only aimed to change the law in Sweden but also contributed to a broader movement towards protecting and empowering trafficking victims everywhere, demonstrating the universal power of creativity in driving social progress.
Additional Credits:	Client: Anna Sander, Josephine Appelqvist