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Understanding victims of human trafficking to develop campaign strategy

Research
UX Research
Ethnographic Research
Client Research
Strategy
Brand Strategy
Campaign Strategy
UX Strategy
Content Strategy
Information Architecture
Language
Taxonomy
Mapping


We provided the information architecture and campaign strategy for new awareness and fundraising projects with Oasis; working with victims of human trafficking in Belgium and The Netherlands. Our work included ethnographic research with victims and workers in the squats, brothels and immigration centres of Brussels and Antwerp.
 

IMPACT

Applied insights from 3 days ethnographic research with victims

Applied insights from 3 days ethnographic research with victims

Targeted strategies for international runners & running clubs

Targeted strategies for international runners & running clubs

All assets integrated with global brand across 11 countries

All assets integrated with global brand across 11 countries

Extensive press and media coverage

Extensive press and media coverage

Oasis Belgium work with trafficked, exploited and marginalised individuals in Brussels and Antwerp. These include Thai women in the sex industry and children living in squats and on the streets of the capital city. An estimated 1.2 million children are trafficked worldwide every year, and with the development of a new project called In The Long Run, Oasis Belgium were seeking to raise further awareness of the issue, educating the general public and fundraising for their vital work in supporting the victims of human trafficking.

We worked with the charity to provide strategic development for In The Long Run, developing their initial concept and trial run from 2013 to create an established brand strategy, and bring the concept to a wider global audience. The project brings together long-distance runners from around the world to run international human trafficking routes, raising money and awareness for the cause. Our work began with three days of ethnographic research; spending time with management, staff, previous long-distance runners and the women, children and families they work with in the squats, brothels, schools and on the streets.

 

Following our ethnographic research, we added UX and client research and built upon the initial concept to produce internal documentation and guidelines for language, taxonomy, brand and content strategy. These were created to integrate with and compliment the global Oasis brand that operates in 11 countries around the world.

We designed the information architecture for their website, including terms, menu taxonomies, wireframes and user journeys, leading to a site that accurately and succinctly laid out the problem and provided engagement points for users. The two primary audiences for the new digital presence were runners/running clubs and schools, both of whom were able to make journeys through the content to tailored engagement points for their communities.

We isolated key international partners for regional runs, created documentation for the education sector complete with a secondary schools engagement plan, and strategy for engaging national and local running clubs and the wider long-distance running community.