MTV campaign highlights dangers of human trafficking and modern-day slavery

MTV has launched a regional campaign to combat human trafficking and exploitation in collaboration with USAid, Australian Aid and ASEAN.

A four-minute music video, created by the agency behind the Dumb Ways to Die viral hit, McCann Australia, tells of three characters caught in modern-day slavery in the form of a pop-up book.

The video, which will run on MTV’s channels across Asia, and online, features an original song by Paris-based electro pop artist Birkii. It ends with the message: “Let’s give these stories a happy ending”.

McCann Sydney executive creative director Dejan Rasic said: “MTV Exit has done a remarkable job of highlighting the dangers of human trafficking in so many different ways, over many years now. This latest spot is all about education. It’s designed to make people aware of the tactics used by traffickers to lure victims.”

MTV Exit director of creative and content Rebecca Mok said the organisation has been at the forefront of “fusing creative concepts with important pro-social messaging”.

“We hope this new video will educate, engage and empower audiences to learn more about human trafficking and exploitation,” she said.


Client – MTV Exit Foundation

MTV Exit head of creative and content – Rebecca Mok

MTV Exit campaign director – Matt Love

Agency: McCann Sydney

Executive creative director – Dejan Rasic

Creative – Dejan Rasic


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