“Donate Your Voice”Brand Advertising Campaign Wrap Report
Background:
For the last two years we have gone out with a major campaign in TV, print, online, and Out-of-Home, to raise awareness of our brand and spotlight one of the issues we work on.
The 2014 brand campaign launched on July 7thwith the goal of establishingbrand credibility aroundsex trafficking, andcreatingawareness about sex trafficking of girls in Canada.
This year’s campaign was featured in print, TV, radio, online, and Out-of-Home (including transit, convenience store exteriors, cinemas, and restaurant/bar and sports arena bathrooms).
The main weight of the campaign ran until mid-August with some remnant donated space running all the way into December, and CBC committing to air the PSA until July 2015!
Geographical saturation was weighted according to our market priorities.
The launch of the campaign was supported by media outreach to outlets that cover marketing and advertising (e.g. Marketing Magazine, Strategy etc.).
Unfortunately we did not have the budget to do an ad recall survey which would give us useful date on public awareness and effectiveness of the campaign, but we hope to have the budget after we run the campaign again in summer 2015.
Campaign concept:
Canadian girls forced into sex trafficking have been silenced. Donate your voice at givemyvoice.com
We asked Canadians to donate their voice by going to our microsite, selecting a featured story and uploading a video of them telling the story in first-person. In total, 60 people uploaded videos.
The TV and radio creative featured regular Canadians sharing the story of a girl who’s been trafficked in first-person.
Print, online and Out-of-Home creative featured a girl who has been silenced by her trafficker. Below are examples of our static out-of-home ads.
CAMPAIGN MICROSITE
CAMPAIGN ADVERTISING RESULTSSpend / Value / Impressions / Media Stories / Clicks / Video Uploads
Traditional advertising / $54,000 / $1,429,798 / 201,338,588 / n/a / n/a / n/a
Digital Advertising / $35,000 / $35,000 / 9,125,293 / n/a / 27,302 / 54
Total campaign advertising / $89,000 / $1,464,798 / 210,463,881 / n/a / n/a / n/a
PR / n/a / n/a / 291,817 / 10 / n/a / n/a
Campaign Response Overview (see Appendix A for response summary)
Likes / Positive comments / Shares / Negative CommentsFacebook / 175 / 9 / 167 / n/a
Positive comments / Retweets / Favourited / Negative Comments
Twitter / 43 / 233 / 86 / 8*
Views / Likes / Dislikes / Shares / Positive Comments / Negative Comments
Youtube / 53,137 / 23 / 4 / 3 / 4 / 6
Positive comments / Negative Comments
Email / 1 / 2
Positive comments / Questions / Negative Comments
Phone calls / 2
* does not include hate comments from men’s rights activists
Media Stories
(also included as the feature story in the Marketing Daily email sent to industry professionals)
Appendix A: Response Summary
rosecolourcarol11:33am via Twitter for Websites
Powerful campaign: Canadian Women’s Foundation tackles sex trafficking - tinyurl.com/ojr5lxz
daveforde10:52am via WordPress.com
Canadian Women’s Foundation Rolls Out Latest Anti-Sex TraffickingCampaign wp.me/p4Oa4-5EX
profectio10:52am via WordPress.com
Canadian Women’s Foundation Rolls Out Latest Anti-Sex TraffickingCampaign wp.me/p4Oa4-5EX
PaulinaZelazny9:56am via Twitter for Websites
Canadian Women’s Foundation tackles sex trafficking - tinyurl.com/ojr5lxz @cdnwomenfdn#givemyvoice
554RC9:17am via Twitter for Websites
Worth a view - surprising stories right here in Canada - Canadian Women’s Foundation tackles sex trafficking - tinyurl.com/ojr5lxz
accrochet9:06am via Twitter for Websites
Canadian Women’s Foundation tackles sex trafficking - tinyurl.com/ojr5lxz
CreativeReview5:03am via Twitter Web Client
Donate Your Voice: powerful anti-sex trafficking campaign for Canadian Women’s Foundation bit.ly/1ownpUdpic.twitter.com/cXEpEFxQM1
raven5media7:16am via Sprout Social
Marketing Mag News: Canadian Women’s Foundation tackles sex trafficking bit.ly/1lQnoaA
SocialPlanneur1:47am via twitterfeed
Print ad: Canadian Women’s Foundation, Human Trafficking: Sonya bit.ly/1rKMZJY
SocialPlanneur1:47am via twitterfeed
Print ad: Canadian Women’s Foundation, Human Trafficking: Leanne bit.ly/1rKMZtG
MarketingMagRSSJul 07, 4:18pm via twitterfeed
Canadian Women’s Foundation tackles sex trafficking bit.ly/1ouhNd1
Adnewscom Jul 07, 5:58pm via Twitter for Websites
Canadian Women's Foundation @cdnwomenfdn breaks Donate Your Voice campaign adnews.com/32989#.U7sX7bo…
seshajensenJul 07, 5:36pm via Twitter for Websites
Canadian Women’s Foundation tackles sex trafficking - tinyurl.com/ojr5lxz
DDBCanadaJul 07, 4:51pm via Twitter for Websites
Canadian Women’s Foundation addresses sex trafficking - tinyurl.com/ojr5lxz
joyly45Jul 07, 4:32pm via twitterfeed
Canadian Women's Foundation tackles sex trafficking bit.ly/1j9nvTS
allaboutmktJul 07, 3:52pm via dlvr.it
Canadian Women’s Foundation addresses sex trafficking dlvr.it/6FY9kS#marketing
DonnaGillisJul 07, 2:52pm via Twitter for Websites
Donate Your Voice: Canadian Women's Foundation: youtu.be/pGJLx3Qhoxw via @YouTube
Sensei4000Jul 07, 2:12pm via Google
I liked a @YouTube video youtu.be/j1WzdS-FeoA?a Donate Your Voice: Canadian Women's Foundation
Ashley__YuJul 07, 12:21pm via Twitter for Websites
Donate Your Voice: Canadian Women's Foundation: youtube.com/watch?v=j1WzdS… via @YouTube
dimitri_os11:05am via TweetDeck
Awesome initiative from @DDBCanada RT @MediaInCanada: Donate your voice to @cdnwomenfdn and Canada’s trafficked girls bruni.co/1oxvAzv
JenniferKStack8:22am via Twitter for iPhone
Awesome job @DDBCanada! “@Marketing_Mag: The @cdnwomenfdn is taking on sex trafficking in its latest campaign. ow.ly/ySFHA”
OmiTheRajan8:06am via Twitter Web Client
The @cdnwomenfdn is taking on #sex trafficking in its latest #campaign . ow.ly/ySFHA
Marketing_Mag8:05am via Hootsuite
The @cdnwomenfdn is taking on sex trafficking in its latest campaign. ow.ly/ySFHA
laarniparasJul 07, 2:28pm via Twitter Web Client
Great campaign.#trafficking MT @cdnwomenfdn Help raise awareness about girls who are being trafficking for sex in CAD ow.ly/yRwm5
WWM_Canada12:18pm via Twitter Web Client
@cdnwomenfdn @profectio Powerful!!! great job!
anghut12:18pm via Twitter for Websites
@cdnwomenfdn Rolls Out Latest Anti-Sex Trafficking Campaign | profectio.com/canadian-women…
MPJoySmith1:31pm via Twitter Web Client
I commend @cdnwomenfdn for its #humantrafficking awareness GiveMyVoice.com campaign #donateyourvoice have you? #endslavery
cataniaashley3:21pm via Twitter Web Client
join @cdnwomenfdn 's new campaign #DonateYourVoice to educate yourself & prevent #sextrafficking - givemyvoice.com
ArleneHacheJul 08, 7:49pm via Twitter for Websites
Donate Your Voice: Canadian Women's Foundation: youtu.be/pGJLx3Qhoxw via @YouTube
680CJOB2:18am via SoCast SRM
Canadian Women's Foundation Campaign To Share Stories Of Victims Of Human Trafficking Commended By Joy Smith
cjob.com/2014/07/09/413…
GirlsGlobe5:30am via Hootsuite
WATCH: Powerful PSA on #humantrafficking in #Canda from @cdnwomenfdn. youtube.com/watch?v=yD0LNc…
NewsWinnipeg11:08am via News.WinnipegCat
#Winnipeg Manitoba MP Applauds Work Of Canadian Women’s Foundation - bit.ly/1kEaFbl#CJOB
@Homes_First July 15, 2:50
A powerful idea. RT @cdnwomenfdnPpl donate their voices to tell stories of girls forced into sex trafficking ow.ly/z8tLM
@StimulantOnline July 16, 8:58 AM
Donate your voice: @cdnwomenfdn puts people in sex trafficking victims' shoes (cc: @DDBCanada) bruni.co/1qGJ2m0
@ywcacambridge July 17, 10:01 AM
MT @cdnwomenfdn: Interested in narrating stories of #Canadiangirls silenced & forced into #sextrafficking? Visit givemyvoice.com
@WOTM_RW July 17, 5:34 PM
Thanks for sharing @cdnwomenfdn. This is a fantastic initiative. It's really powerful to hear the voices of young women. Thank u for sharing
@MayorBrenda July 17, 5:57 PM
Very powerful "@cdnwomenfdn: Canadians are donating their voices to girls forced into sex trafficking. Watch videos; givemyvoice.com"
@hivdnik July 19, 6:32 PM
The new @cdnwomenfdn#GiveYourVoice campaign is so powerful. In a noisy world of radio/tv their ads catch my attention every time.
@artistjenna July 21, 11:44 AM
@cdnwomenfdn Hearing these stories makes my stomach turn. This is an excellent campaign. Good work.
@SrishtilHukku July 22, 9:53 PM
Give Your Voice for a better future for women and girls! #gcwcc @cdnwomenfdngivemyvoice.com
@MarilynLuinstra July 28, 2:41 PM
givemyvoice.com This is a fabulous idea! Bravo! @cdnwomenfdn#MustSee#EndHumanTrafficking
@CessoKay Aug. 01, 8:06 PM
"@meggiewalk: Sex trafficking. It's happening in Canada, to 13-year old Canadian girls. youtu.be/j1WzdS-FeoA @cdnwomenfdn" Canada wakeup
Shannon P MurreeLike for the start of the campaign, dislike it's necessary and that it happens. Great work and let's bring awareness and that it is NOT ok
Pam Cooper Feldman via Canadian Women's Foundation
Yesterday at 11:18am · This is a great multi-media ad campaign to raise awareness about the sex trafficking of young women and girls in Canada.
Calgary Domestic Violence Collective
23 hrs · A new ad campaign that highlights the serious problem of sex trafficking in Canada. You can help by donating your voice.
Yellow Brick House via Canadian Women's Foundation
23 hrs · Well done CWF! Staffers at Yellow Brick House are going to lend our voice. Will you?
Nicole Amber via Canadian Women's Foundation
Yesterday at 10:53am · Donate your voice...
Aideen O'BrienI've been looking for an organization like this to get involved with. Thanks for posting.
Kristina Kerr BergmanGood idea for the ad campaign.
Kathleen Bartha Saw them this morning; really powerful!
Tracey Vaz Donate your Voice – it’s brilliant, so effective.
On behalf of MP Joy Smith, thank you for your work to launch the "Donate Your Voice" campaign. This is an important step in raising further awareness of human trafficking in Canada.
I've included a supportive tweet from MP Smith for your reference:
@MPJoySmith: I commend @cdnwomenfdn for its #humantrafficking awareness campaign #donateyourvoice have you? #endslavery
Kindest regards,
Joshua
Negative Responses
msmelyJul 08, 6:51pm via Janetter Pro for Android
@cdnwomenfdn @whiteribbon anti sex trafficking orgs seek to oppress real people for the sake of a theoretical rescue. More harm than good… if you really care about the sexual exploitation of women talk to the sex workers these orgs claim to protect…I find it interesting that your campaign doesn't profile aboriginal women or many WOC… also the majority of women being trafficked are not trafficked for sex. Why ignore them?.. And if you're finding all these women who have been trafficked why is it the Toronto Star was unable to? @AntoniaZ… So what's your excuse for not protecting the rights of sex workers who are not trafficked?
@TheAsherRoth July 28, 4:49 PM
@cdnwomenfdn don’t get the new TV ads, guys. I would listen as intently if women read those scripts. Subject matter gets attn. either way
@kefirking July 28, 1:53 PM
Nothing like a counter-productive ad from the @cdnwomenfdn
@ydfished July 25, 12:50 AM
@cdnwomenfdn It’s a myth. If you cared about women you’d support their right to control their own bodies & do whatever they want.
@Tara2374 July 23, 1:22 PM
@cdnwomenfdn @westersund maybe you should have a position on consensual prostitution in Canada then?
@heySMM July 20, 8:24
@cdnwomenfdn Feel free to stop exploiting trafficked children by implying that criminalizing sex work will somehow fix HUMAN TRAFFICKIN… Often the "rescue" organizations THEMSELVES set up garment factories with horrible conditions and almost nil pay… And women "rescued" from sex work are frequently forced into EXACTLY these industries... notably the garment-industry...yes, they have, by racist, rapist cops, and the abusive justice system that conflates sex work with CRIME @cdnwomenfdn… You yourselves are engaging in exploitation of the exploited: using the words of victims of trafficking for your moral crusade… Your focus on human trafficking in the sex industry alone, to the exclusion of all other types is telling…Human traffickers use coerced human labour in agriculture, the garment industry, mining and many, many more… I’m not giving my voice to anything that conflates sex work and human trafficking, which are not the same at all.
@nataliereed84
@cdnwomenfdn ...you are what forces them into unwanted demeaning labour. you PRETEND to rescue THEN I might take you seriously... Yep, that's @cdnwomenfdn there, LITERALLY asking people who don't do sex work to speak over sex workers...like Chong Kim or Somaly...And first FACT CHECK that they aren't LYING...Allow THEIR voices to be heard...Nobody is voiceless...to work MORE demeaning jobs, for LESS pay, with LESS autonomy, and LESS hope...
CDN women doing sex work have been silenced. Donate your voice by telling @cdnwomenfdn to stop asking women to speak over sex workers...*into* which "rescued" girls are shuffled...the international GARMENT INDUSTRY...the right wing, of oppressive radical feminisms, and...that only suits the needs of...it is a constantly shifting definition...harms Canada...harm male sex workers...harm trans people...harm women of colour....harm undocumented labourers...harm immigrant women...... that harm sex workers...are a false myth, based around lies..."Trafficking" and "Rescue" narratives...and...for them...by speakingTo a marginalized group...Give voice... don't...I hear you lose money when people respond to promoted tweets, so...
@deBeauxOs1 July 18, 6:05
@cdnwomenfdn “forced into silence”? No one has done that. No one. Women NOT subjected to trafficking have different stories to tell. #c36
Hate/Men’s Rights Activists:
(Warning some of these comments could be triggering)
@JohnToddEvans2 Aug. 06, 5:06 AM
@cdnwomenfdn better than trafficking aborted babies to furnaces to power electrical generators #meninist
Long thread:
@MensHumanRights July 27 1:09 AM
@cdnwomenfdn By “composite” I assume “made up” would be more accurate… Then you already know the majority of human trafficking is for forced labour rather than forced prostitution… Coerced underage runaways, drug addicts, maybe even the mentally ill seem more likely targets…What risk per 100,000 population would that be?...So, you run a scam based on no facts and, relying on peoples impulsive desire to help women and children…I asked for proof and none was forthcoming. The exact same thing one expects from your average Nigerian scam…Has there been a single case of forced sex work successfully prosecuted? No that I don’t believe it exists, just seem rare… So this account/organization is an invention of conservatives to spread the false narrative of their loopy laws right?
@ShannonRodda1 July 28, 8:58 PM
@cdnwomenfdn Lying whores get away with murder and now they’re being silenced because their pimps are going to prison?!! #wtfareyouthinking…If the poor prostitutes went to prison both of their holes would be shut and they wouldn’t have to pay their drug dealers #win
Email:
From: Kimberly Chaboyer <
Date: July 30, 2014 at 9:54:14 PM EDT
To:
Subject:Media inquiry
Im 55yr.old Woman and I have a story.Lots of stories. I find your commercial creepy I have to change the channel every time it comes. Why are men playing the roles ????
From: [mailto: On Behalf Of
Sent: Saturday, September 20, 2014 8:38 PM
To: Info
Subject: [Website feedback] Donate your voice
A large percentage of prostitutes have absolutely no excuse for what they are doing. The "stories" featured in your advertisements are actually lies that their pimps told them to memorize in case they got caught. I know this because I've heard the same lies come out of the mouths of some of the prostitutes who victimized me. My life has been ruined by prostitutes whose pimps used them as weapons against me when I refused to prostitute. Despite an ongoing battle with organized crime, mental illness and poverty, I Choose not to prostitute every single day. I think "Just Say No" would be a better message for your campaign, enabling the pity party that created this problem is accomplishing nothing more than helping pimps keep their whores out of prison where they may actually have a chance to get help.
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