People searching for hotel accommodation in Toronto this month might come across a banner ad for Hotel de Jeunesse, which at first glance, if you click through, looks like a perfectly ordinary hotel website. But look a little closer and you might get a shock -- for instance, the dining menu includes OxyContin and marijuana, and room Service can include an order for a threesome or bondage.
The site is actually a PSA by Crime Stoppers Toronto to warn people of the dangers of human trafficking. Created by agency Tribal Worldwide, and promoted on Instagram and Facebook as well as via banner ads, the creative for the fake hotel discreetly places the scenes and signs of human trafficking within the patterns of hotel room fabrics, including the wallpaper, bedding and drapes.
According to Crime Stoppers, human trafficking, which is not typically perceived to be a problem in Canada, is one of growing concern across the country. More than 90 per cent of the victims of sex trafficking within Canada come from Canada itself.
"We wanted to reach people right before they entered into a known human trafficking hotspot so they could help us fight this problem. By creating a presence on travel-related platforms and in those micro-moments, we are able to unpack what signs to look for," says Marketa Krivy, executive creative director, Tribal Worldwide Toronto, in a statement. "The signs of human trafficking hide in plain sight and can be easily dismissed if you don't know what to look for. But once you do, it becomes much harder to ignore."
The campaign also includes out-of-home placements across the greater Toronto area including transit shelter ads, elevator advertising, digital screens, and advertising at gas stations and convenience stores.