Large-scale transport advertising campaign launched to highlight the problem of exploitation

The communication agency plusone social impact and the International Organization for Migration (IOM) in Ukraine have launched the third regional wave of the “They Used You” information campaign.

This is a campaign against human trafficking and exploitation. Its goal is to raise awareness among Ukrainians about possible risks and prevent them. 

In the context of war and forced migration, the number of people who find themselves in situations of exploitation and human trafficking is only growing. And everyone can be affected. In 2023 IOM provided assistance to 374 people who suffered from human trafficking, 23% of whom were internally displaced persons. Another 663 people suffered from labor exploitation. 

That is why in 2024 the campaign expanded its geography to the regions. To reach as many people as possible, the project team decided to use an effective and creative solution: transit advertising, which includes trolleybuses, trams, buses, and an intercity train.

This campaign goes beyond placing standard posters in cabins. Instead, it utilizes public transport as a communication channel, sharing the stories of victims of the most common forms of exploitation. This format helps to address the audience directly, as thousands of citizens use public transport every day.

“This is the first campaign of such kind in Ukraine,” says Margaryta Kleshchayeva, plusone social impact partner. “Typically, transport branding is used for commercial projects. However, when addressing complex topics like exploitation, it is crucial to use diverse communication channels that capture people’s attention. Surveys show that most people believe they will never be affected by human trafficking. We aim to challenge this perception by sharing real stories of victims, which people can see with their own eyes. This creates a strong emotional impact that can change the way people perceive this problem”.

In addition to the photo stories, passengers will also find information about the signs of human trafficking, tips on how to protect themselves, as well as contacts for the National Anti-Trafficking and Migrant Counseling Hotline 527 and the Government’s Anti-Trafficking and Violence Hotline 15-47, as well as links to www.stoptrafficking.org. 

The information campaign “They Used You” was started in 2022 with a series of informational materials and videos. In 2023, a subway train was branded as part of the campaign. The third wave of the campaign was launched in May 2024 and will cover the cities of Ivano-Frankivsk, Vinnytsia, Lviv, Odesa, Rivne, Poltava, Ternopil, Uzhhorod, Chernihiv, and Khmelnytskyi.

The information campaign is being implemented by the International Organization for Migration (IOM) Mission in Ukraine in cooperation with the All-Ukrainian Coalition of NGOs Against Human Trafficking, with financial support from the United States Agency for International Development (USAID) and the Ministry of Justice of Sweden.