SPEAK UP NC
I worked with the North Carolina Human Trafficking Commission to develop and launch an integrated marketing campaign that spanned numerous deliverables across video, social, and digital platforms, all in English, Spanish, and Chinese.
The original one-month heavy-up period of the campaign generated 23 million impressions and increased reporting by 300%.
The work here reflects my creative direction for the next iteration of the campaign: the thinking, voice, and visual language to evolve the system.
From the beginning, my strategy was centered around one idea: awareness campaigns still have to compete for attention. Importance does not mean people will engage.
This campaign became hard to ignore through arresting imagery and direct human connection. Large portraits that stare directly at the viewer create a sense of vulnerability and urgency. While the glitch and distortion catch attention, the faces are the emotional center of the work.
We worked with cultural translators to ensure the stories and people reflected the communities we sought to reach. Beyond language swaps, we produced culturally-relevant videos and stories.
Strong typography, restrained but bold color choices, cinematic photography and minimal layouts help keep the message direct and heavy. At its core, the Speak Up NC brand possesses the visual strength to stop people in their tracks, and the humanity to make they stay and listen.
