Increase awareness of Milwaukee’s alarming sex trafficking problem in which young children are being sold for sex. Encourage parents to go online and learn how they can protect their children. Educate the community to watch for suspicious activity in their neighborhoods to put sexual predators on notice.

The creative team landed on the insight that sex trafficking is a form of slavery. We needed a powerful, iconic symbol to make people feel an instant revulsion for this crime against children. We knew the controversial nature of the confederate flag would convey the gravity of this crisis. By incorporating symbols of people into the flag’s design, we further heightened the concept’s impact and memorability.

The campaign continued to keep the issue of sex trafficking in the public spotlight in Milwaukee, increasing the discussion in the community and online in social channels. It also helped to coalesce greater community action around sex trafficking prevention efforts in the city.