You have been exploited: campaign against exploitation and human trafficking

The communication agency plusone social impact and the International Organization for Migration (IOM) Mission in Ukraine have launched the third regional wave of the information campaign «You have been exploited». This campaign aims to combat exploitation and human trafficking. Its goal is to raise awareness among Ukrainians about potential risks and prevent them.

In the context of war and forced migration, the number of people falling into situations of exploitation and human trafficking is increasing. Anyone can become a victim. In 2023 alone, IOM provided assistance to 374 victims of human trafficking, 23% of whom were internally displaced persons. Additionally, 663 people suffered from labor exploitation.

This is why in 2024, the campaign expanded its reach to regional areas. To maximize impact, the project team decided to use a creative solution – branding public transportation and an Intercity train.

This is not about standard leaflets in the carriages, but rather the exterior decoration of trolleybuses, trams, buses and trains with photos telling the stories of victims of the most common forms of exploitation. This format helps directly engage the audience, as thousands of city residents use public transportation daily.

This is the first campaign of its kind in Ukraine. Typically, transportation branding is used for commercial projects, but when dealing with complex issues like exploitation, it is important to use various communication channels that attract people’s attention. Research shows that most people believe they will never fall victim to human trafficking and that it does not concern them. The campaign shows real stories of victims that people see with their own eyes, a powerful emotional approach that can change perceptions of the problem.

In addition to photo stories, the exterior and interior of the transportation feature contact information for the National Hotline for Combating Human Trafficking and Migrant Counseling and the Government Hotline for Combating Human Trafficking and Violence.

The «You have been exploited» campaign started in 2022 with a series of informational materials and videos. In 2023, a metro train was branded as part of the campaign. The third wave of the campaign began in May and will cover cities such as Ivano-Frankivsk, Vinnytsia, Lviv, Odesa, Rivne, Poltava, Ternopil, Uzhhorod, Chernihiv and Khmelnytskyi.