Campaign Critique Template
|Campaign name||Not For Sale: End Human Trafficking and Slavery|
|Implementing organisation||Not For Sale|
|Campaign website |
|Overall goal and Objectives |
(While you explain the goal, please mention briefly what the background problem is. For example: high HIV rate in the country; frequent human rights abuses; unregulated industry/sector, etc)
|Not For Sale campaign has the objective of ending human trafficking and slavery across the world. Despite efforts to curb human trafficking, the problem remains rampant especially in the developing countries. Therefore, Not For Sale aims at rescuing the victims and equipping them with life skills. This is in recognition that lack of life skills predisposes many people to the vice.|
|Geographical location |
(Which are the countries where the campaign is implemented?)
|Although the organization operates across the world, its major focus for this current year is Thailand, Peru, Romania, South Africa, India and Netherlands.|
|Target audience(s)||The target audience for the campaign is the entire world with special emphasis on the victims of human trafficking, at-risk and vulnerable population as well as the perpetrators. The latter must face justice.|
(advocacy, social marketing, participatory, multi-pronged)
|The organization utilizes advocacy and participatory approach to assist the victims to recover from their experiences. Advocacy approach is most appropriate when identifying the perpetrators and the victims.|
|Dissemination channels |
(please list the channels or materials)
|The Internet |
Marketing: Selling products to raise funds (e.g. Thai Cord Bracelet, Not For Sale Book and BRMC Free2Rock T shirts)
Mainstream media (Radio, newspapers and TV)
Social change campaigns are actions that spearhead changes in behaviour for a specific population, clientele or communities. Usually, these campaigns do not have a profit-making intention but they aim at providing all members of a specified society with benefits that occur overtime. As such, coordinated campaigns benefit communities both in the short term as well as in the long term.
The rationale is that they aim at addressing apparent social, cultural or environmental problems that a specific society faces. Effective social change campaigns allow all members to participate in the activities through media or other channels to provide support (Snyder, 2002).
It is however important to note that the success of these campaigns may differ depending on the ability of the target population to understand the communicated messages and their motivation. For effectiveness purposes, social change campaigns ought to have achievable and measurable objectives.
This is possible through continuous analysis and research on the nature and magnitude of the problem that the campaign seeks to address (Snyder, 2002). Besides, the campaigns ought to identify the target audience, the message to communicate and the tools for monitoring the consumption of the messages and outcomes. Rice & Atkin (1994) say that campaigns should also be able to identify the completion and/or an end.
Not For Sale: End Human Trafficking and Slavery campaign is run by NFS (Not for Sale) in conjunction with other partners such as CNN and the UN. The campaign aims at combating the rampant vice of human trafficking and slavery that has continued to flourish in the contemporary world. The campaign identifies both potential and actual human traffickers and rescues the victims from the whims of slavery.
While the victims receive training and psychosocial support, the perpetrators face criminal justice system. In addition, Not for Sale campaign also identifies the most at risk populations (MARPs) and vulnerable members of the society.
By identifying the vulnerable members, the organization is able to counter the vice before it occurs. Not for Sale campaign also aims at raising awareness across the world on the nature and form that trafficking and slavery take. This is in an attempt to solicit support from all corners of the world.
Background of the Problem
Not for Sale campaign appreciates and recognizes that human trafficking and slavery are rampant across the world and there is a need to address the problem.
Human trafficking is an illegal trade in people for various reasons such as sexual slavery and provision of labour among many other reasons. International Labour Organization (ILO) says that over two million people from over 120 countries were trafficked into over 133 countries across the globe in 2008 alone (Lee, 2013). In addition, ILO also asserts that almost thirty million people are in ‘modern day slavery’ (Lee, 2013).
Moreover, over 70% of the trafficked individuals are children (Lee, 2013). Considering the above-mentioned statistics, it is perceptible that the figures are startling. Not for Sale campaign aims at reducing the number of people being trafficked as well as those in modern day slavery.
In lieu of the fact that human trafficking is one of the most lucrative illegal trades, many people fall into the temptation of engaging in the trade directly or indirectly. Therefore, the campaign allows the target population to participate in creating awareness and understanding the various issues that surround the vice (Snyder, 2002).
While many laws have been enacted to criminalize and reduce human trafficking and slavery, a huge number of people are not aware of them. This limits their ability to identify instances of human trafficking or slavery since they take many forms. Importantly, many countries are yet to comply with the international laws that prohibit human trafficking.
Countries such as Libya, India, Vietnam and other developing countries have also been unable to set up measures to counter rampant incidences of human trafficking within their countries. To that extent, Not for Sale campaign attempts to enhance the ability of the people in vulnerable countries to understand the nature and form of trafficking and slavery.
The reason is that some of the incidences happen in plain sight and only few people are able to identify them. According to Lee (2013), trafficking takes the form of sex trafficking, force labour and slavery among many other forms.
When the people are able to understand the full concept of human trafficking, it is possible to create a profile of traders, customers and potential victims (Atkins& Freimuth, 2001). This way, people will be empowered to understand the crime and report it to the authorities.
In addition, the society also needs to understand the causes of human trafficking in order to identify the vulnerable members of the society. Mostly, human trafficking occurs due to poverty and inability of the victims to make a decent livelihood. In fact, Not for Sale campaign singles out India where mothers who are in poverty sell their children to earn a living.
It therefore seeks to enhance the ability of people to earn a living by training the vulnerable members and equipping them with essential skills to be independent. It is also vital to point out that rescued victims also return to their countries of origin.
It is therefore critical to equip the societies with information in order for them to allow reintegration of the victims into the mainstream society (Atkins& Freimuth, 2001). This reduces instances of stigmatization and discrimination of the victims.
A theoretical Approach
Not for Sale campaign has much strength in all aspects of its communication. Application of theoretical framework allows further analysis of the campaign and its potential for success. Using theories to analyse the campaign enhances critical judgement and comparative analysis. Central to Not for Sale campaign is the social cognition theory of communication.
The theory is founded on the premise that human beings contribute to their life circumstances (Melkote, 2002). This implies that human beings are not only the products of their behaviour but also influence the functioning of the society through their behaviours.
Not for Sale campaign attempts to create awareness on the apparent need to curb human trafficking by inculcating new perceptions on the vice in the minds of the target audience. This is in recognition of the fact that people will behave in a particular way when they have information.
Specifically, Not for Sale campaign seeks to change people’s perception on human trafficking by explaining the negative effects of the vice. This way, people will be able to adjust their behaviours regarding the vice and take appropriate actions. This will entail identifying and reporting people who engage in the trade.
Further, social cognition theory asserts that human beings take up specific behaviours owing to environmental determinism (Atkins& Freimuth, 2001). Therefore, the society’s environment is important in entrenching and inculcating specific behaviours. Not for Sale campaign appreciates that human traffickers operate in a specific environment and people within that context can identify and report them to police.
Besides, the victims come from certain communities implying that the members of the society are able to identify the traffickers when they initiate their transactions (Melkote, 2002). In other words, social cognition theory has allowed the campaign to focus on the environmental factors that can lead to apprehension and salvation of traffickers and victims respectively.
Further, it is important to point out that human trafficking happens around the world where all countries and communities suffer the effects of the vice. In this light, Melkote (2002) says that everyone across the world should be able to understand that the environment that we live in has been instrumental in enhancing the spread of this phenomenon.
Social cognition theory argues that people are able to develop new attitudes and perceptions when faced with information that causes cognitive dissonance (Melkote, 2002). In other words, human trafficking is a practice that contradicts beliefs and values that many people hold. With information therefore, people will be able to enhance the success of the campaign.
As aforementioned, the entire world ought to be aware of the increasingly high incidences of human trafficking and slavery. However, Not for Sale campaign target most vulnerable members of the society and the countries where trafficking is rampant. In consideration of the fact that 70% of the trafficked people are children, it is important to create awareness among families in poor and developing countries.
Besides, the campaign recognizes the important role that political systems and governments play in countering the vice. Hence, it targets the governments of countries where trafficking is rampant. They include Peru and India among many others.
Efficiency of Message and Media Selection
The message was first relayed in 2007 when David Bastone (founder) wrote a book titled, Not For Sale. This was in reaction to the devastating news that his favourite restaurant was at the centre of human trafficking and slavery. Using the popularity of his book that highlighted the widespread instances of human trafficking, Bastone began the NGO and named it after his book.
From the onset, the message was clear from the name of the NGO. Not for Sale is a self-explanatory phrase that highlights the ills of human trafficking and as such, it achieved efficiency. In the third quarter of this program year, the NGO had been able to rescue 1474 people from the whims of trafficking and slavery.
Other than the book, Not for Sale campaign utilizes the mass media to reach a wide array of audience by catching their attention (Snyder, 2002). The use of role models to influence governments and international agencies to institute measures to counter the spread of human trafficking has been central to the campaign.
The use of the internet and social media, television, radios and books is one of the most effective ways to reach out to numerous people and communicate the message. On the organization’s facebook page, people are able to view various documentaries and reports on human trafficking.
Besides, the organization’s website contains numerous pieces of information about the progress and the status of human trafficking in the world. With this kind of platform, the campaign is able to reach numerous people across the world leading to effectiveness of the initiative (Rice & Atkin, 1994).
Not for Sale campaign has been able to utilize its strengths by engaging recognized and able partners in achievement of the objectives. Besides, the campaign has been able to connect with millions of people using various media platforms. Further, the campaign’s ability to use social media has enhanced its chances for success.
The founder has ‘first hand’ encounter with incidences of human trafficking and slavery and as such, he has heightened the ability of the campaign to address the pertinent issues that surround the vice (Rice & Atkin, 1994). In addition, the theoretical framework that the campaign uses aims at enhancing participation of all stakeholders. This leads to effectiveness in changing people’s perception.
In sum, Not for Sale campaign has been in existence for almost five years. Through effective campaign and communication, it has been able to reach out to numerous people and counter human trafficking by rescuing the victims and assisting the authorities to apprehend the perpetrators. However, the length of the campaign may require some extension to allow increased participation across the world.
Atkins, C. & Freimuth, V. (2001). Formative Evaluation Research in Campaign Design. Thousand Oaks: Sage Publications.
Lee, M. (2013). Human Trafficking. New Jersey: Pearson Publishers.
Melkote, R. (2002). Theories of Development Communication. Thousand Oaks, London: Sage Publications.
Rice, R. & Atkin, C. (1994). Principles of Successful Public Communication Campaigns. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
Snyder, L. (2002). Development Communication Campaigns. Thousand Oaks, London: Sage Publications.