sex trafficking | escents
fight against human trafficking
Today over four million women and children are enslaves in the sex and labour trade worldwide. Over 250,000 are in North America and many in Vancouver. Escents joined forces with The Salvation Army and the Truth Isn’t Sexy campaign in the fight against human trafficking.
As part of the campaign four new perfumes were launched – Courage, Grace, Hope and Joy – each scent crafted to reflect the unique and complex side of a woman, as well as what she inspires in others. 10% of the profits of the product are donated to a safe house which is dedicated to helping human trafficking victims restore their freedom, dignity and self-respect.
With a focus on cause marketing this campaign was unlike anything Escents had done in the past. Building off of the general design Mercer created for The Truth Isn’t Sexy campaign it was important for the marketing and promotional materials to be bold and thought provoking, without being too intimidating or taking away too much attention from the actual products.
Attention provoking facts on human trafficking were visually displayed throughout the store in an informative matter. While using a lot of black to symbolize the oppression of the women in the sex trade, bright bold type was used throughout the signs as a way of showing hope and strength.
The campaign included promotional in-store signage, posters and handouts, as well as graphics for the homepage, product landing pages, an additional landing page with details of the campaign, e-newsletters and online branding across social media.
To learn more about the packaging design of the perfumes please visit eau de parfum | escents.
Shown below are the online graphics at the time the promotion was running. Since it was a limited time promotion the site may have been modified and as such may no longer represent these original concepts.