Take Me Home Campaign
Country: South Africa
Innovation: The "Take Me Home" campaign is designed for South Africa, but can be easily adapted for most African countries. This innovative campaign employs the use of Taxis (i.e. Toyota Hiace etc) in educating the general public and raising awareness around human trafficking. Taxis are a common mode of public transport and highly visible in all areas (urban and rural), they are fairly larger than your average vehicle and make ideal ýmobile billboardsý. Although aimed at educating the public, the campaign is mainly targeted at victims of human trafficking. It is unique in that it employs a powerful theme ("Take Me Home") and communicates to these victims in a very simple yet personal manner (simple enough for child victims to understand). Brightly-coloured Taxis will feature three (3) different campaigns:
1. For Child Victims (Lime Green Taxis) Feature Image: A crying child's face. Printed message: Far from home? Confused? Afraid? Call us now - we'll take you home (0800 XXX XXX)
2. For Female Victims (Bright Yellow Taxis) Feature Image: A battered woman. Printed message: Far from home? Cheated? Abused? Call us now - we'll take you home (0800 XXX XXX)
3. For Male Victims (Bright Red Taxis) Feature Image: A tired looking man. Printed message: Promised a good job? Cheated? Far from home? (0800 XXX XXX)
 The pictures here are examples of what pictures may feature on minibus taxis as part of an anti-trafficking awareness campaign. The message accompanying this image and the next image: Far from home? Confused? Afraid? Call us now: 0800 555 555. We'll take you home. Picture courtesy of Canada World View.
Impact: As the public becomes aware of these brightly coloured taxis, theyýll be more inclined to read the messages and start questioning and discussing issues relating to human trafficking. This will place traffickers on high alert and facilitate public intervention in this regard. But more importantly, these ads will prompt victims to seek assistance as they will be aware of the help available to them.
Tipping Point: The campaign will be implemented in a very strategic manner. For example, in areas notorious for trafficking of Chinese children, Taxis will mostly feature the child adverts in mandirain (i.e. lime green taxis). It may prove useful to partner with the IOM (www.iom.int) local offices in conceptualizing such campaigns (i.e. the messages on the taxis).
 There are millions of minibus taxis operating around Africa, and they are a preferred, quick, cheap and reliable mode of transport. The number of multi-coloured minibus taxis, and their visibility make them an excellent medium through which one can channel and effective and wide-scale anti-trafficking campaign. Picture courtesy of Highway Internet Services.
Replication: [Toyota Hiace] Taxis are a very common mode of public transport in most African countries, therefore replicating this campaign will not be a problem. However, the campaign on each taxi will be determined by the taxi route. It may therefore also prove useful to partner with organizations like the IOM in this regard. The business sector will be approached to support this intervention, as it may prove costly in some countries.
 When implementing this campaign, excellent photographical techniques and selected models (representing the gender, demographics and estimated age of victims of trafficking) will be used to communicate the emotions and experiences of victims of human trafficking. Picture courtesy of AGOSNET Risk Management Solutions. The message accompanying this image and the next image: Far from home? Cheated? Abused? Call us now: 0800 555 555. We'll take you home.
Sustainability: This model is self-sustaining. It may be useful to partner with organizations such as the International Organization for Migration to conduct Quarterly Public Events to complement a campaign of this nature.
 Picture courtesy of BBC News.
-
Position in the Human Trafficking Mosaic of Solutions:
- Factor: Vulnerability of High-Risk Populations
- Principle: Creating Value-Driven Communities
Contact Information:
Name: Ms Gloria Rembe
Organization:
Mailing address: P.O. Box 2149, Cape Town, 8000
Country: South Africa
Email: miss_rembe@yahoo.com
Tel: (+27) 073 4666 357
 The message accompanying this image: Promised a good job? Cheated? Far from home? Call us now: 0800 555 555. We'll take you home. Picture courtesy of TrekEarth Website.
|
Return to Home Page