Human Trafficking Campaign
Many people think that slavery is a thing of the past. Human Trafficking, aka modern day slavery, is the the second largest and fastest growing criminal industry in the world. Millions of people are trapped in it in almost every country around the world.
Slavery is not Behind Us
Most people do not even know that it exists and is happening around them, unnoticed, on a daily basis. One big reason that human traffickers are so successful is because citizens are unaware, and because they are unaware, they are unable to report when they see it.
Because of this, I created an awareness campaign called "Humans Sold Here", which is a daring attempt to raise awareness for human trafficking. The design is meant to be jarring, shocking, confusing, and almost create a repulsive gut reaction to draw the viewer in to figure out what is going on and what is meant by the statement.
I chose to use the widely known typeface Optima for a couple specific reasons.
For one, it is quite a beautiful, elegant typeface that is pleasing to look at. The conflict created by Optima and the message is striking and unexpected. People don't see human trafficking for what it is. I wanted this campaign to seem like it was genuinely selling something valuable.
Secondly, Hermann Zapf, the designer of Optima, got his idea for it by studying the typefaces set in tombstones. While I don't necessarily think that it reads "death" when you look at it, I found it fascinating that that's where it originates, especially as it relates to modern day slavery.