The Salvation Army and ad agency Saatchi & Saatchi Cape Town are lifting the veil on child trafficking with an original outdoor campaign.
To draw the public’s attention to this violation they took an ordinary toy crane machine and added a sinister twist, creating a game called “Little Treasures”. They filled the machine with cute dolls, wrapped in seemingly harmless illustrations. The machines were placed in various shopping malls on busy mornings, drawing loads of players to the game.
Players who caught a doll were greeted with the message that each doll represents a child lost to the business of human trafficking. Globally 1.2 million children are trafficked every year. And a great number of these cases are happening in South Africa. The high demand, ease of supply and lack of awareness is making it the fastest growing criminal activity in the world.
