Our work
Tinder Swiping Out Sex Trafficking

The Challenge

Across Ireland, over 1,000 women and girls are involved in prostitution every day. An alarming number of those are the victims of human trafficking. Our brief from the Immigrant Council of Ireland was to raise awareness of that fact in order to promote as an item of national agenda, and thereby drive societal change.

The Insight

Our core audience, young Irish males, are bombarded with ads and cause-related messages wherever they consume media, making it very difficult to get cut-through. We wanted to catch them off-guard by targeting in a place they wouldn’t otherwise expect.

This would then allow us to dispel the misconception prevailing upon them that consent should always be taken at face value.

The Idea

At the time Tinder, the mobile dating social network, was a completely untapped environment for comms. It didn’t yet offer advertising solutions, and guerrilla comms on Tinder were pretty much unheard of.

We created seemingly normal profiles of young women which, in fact, revealed sobering stories inspired by real-life experiences of victims.
And in turn called young men to play their part in Swiping Out Sex Trafficking.

The Work

The photos in each profile followed linear narratives which unfolded as users swiped through them.

Each sequence told a different, harrowing story in pictures of how these women and girls are forced into the sex trade.

The Results

Strategically launched during the Dublin Web Summit, we were able to target global influencers via geolocation.

News of the campaign spread quickly & global media publications picked it up. Earning over €1.5 million in media with a staggering 45 million impressions on social, the innovative approach to the campaign won gold at ICAD, a Eurobest and a nomination at Cannes.

Tinder Swiping Out Sex Trafficking

iD Launch

iD

By closing this message or continuing to browse this website, you signify that you agree to our cookie policy.