Martin|Williams Launches Human Trafficking Awareness Campaign at World Cup

Not For Sale Campaign draws attention at year's biggest sporting event

Jun 10, 2010, 10:03 ET from Martin|Williams Advertising

MINNEAPOLIS, June 10 /PRNewswire/ -- When 400,000 soccer fans converge in South Africa this June and July for the World Cup, many of them will find the work of Martin|Williams Advertising. The agency is launching a new campaign in conjunction with the Not For Sale Campaign, an anti-human trafficking nonprofit, that aims to draw soccer fans' attention to the issue of modern-day slavery. Using both traditional and non-traditional media, the campaign will capitalize on the crowds attracted by the largest sporting event of the year to highlight human trafficking issues in both South Africa and the world.

The agency's new "Red Card" campaign utilizes a well-known soccer icon to draw the attention of World Cup fans. In soccer, the red card signifies that a player has committed the most serious offense, and Martin|Williams has adapted this symbol to call attention to modern-day slavery as the most serious offense against humanity. The agency's plan calls for street teams dressed as soccer referees to attend World Cup events and distribute Red Cards to visitors. The reverse sides of the cards will be printed with a range of headlines, including, "The youngest pro footballer signed at 14; which is old if you're a sex slave," and, "Child slaves outnumber pro footballers. Makes you wonder what our favorite pastime really is." Each card includes the message "Stop Offenses Against Children."

Not For Sale Campaign estimates that there are 30 million slaves in the world today, more than at the height of the Trans-Atlantic slave trade. Of this group, 50 percent are under the age of 18, a key factor in the World Cup campaign's emphasis on children.  

The Red Card campaign will also be adapted for flyers, stickers, posters and billboards. Ten million flyers will be distributed through South Africa's Pep retail stores, and 30,000 flyers will be distributed to local students by the Save the World Foundation.

"Human trafficking is an issue all over the world, and the eyes of the world will be on South Africa during this sporting event," said David Batstone, founder of Not For Sale Campaign. "This campaign will be a powerful tool in helping us capture the attention of World Cup fans and raise awareness of modern-day slavery."

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About Not for Sale Campaign

Not for Sale Campaign is an international abolitionist movement of students, entrepreneurs, artists, and others that Not for Sale Campaign aims to educate and mobilize through the innovation and implementation of open-source activism. Inside the United States, the campaign identifies trafficking rings and collaborates with local law enforcement and community groups to shut them down and provide support for the victims. Internationally, the campaign partners with poorly resourced abolitionist groups to enhance their capacity.

About Martin|Williams

Martin|Williams Advertising ( is part of Martin|Williams, Inc., a Minneapolis-based full-service communications agency that is part of Omnicom Group Inc. ( Operating units of Martin|Williams, Inc. include Martin|Williams Advertising; TripleInk (international and cross-cultural communications); and Karwoski & Courage Public Relations.

SOURCE Martin|Williams Advertising