Against Our Will launch

The challenge

MTV was approached by Polaris Project and GEMS to end the channel’s glorification of “pimp” culture and educate our audience about the realities of human trafficking and exploitation. We needed to create a campaign that would make our audience care about an issue they likely had never heard about, and move them to action.

The opportunity

I produced a series of PSAs featuring stories from survivors to build empathy with our audience. I also launched a website as a companion to our on-air content, containing facts and approachable ways to take action. Our talking tips needed to feel authentic, not like our audience was reading from an encyclopedia. I put myself in the shoes of our audience and wrote in a conversational tone that I could imagine happening in real-life situations.