Y&R Group Switzerland targets punters with augmented reality campaign
«See all of me»: Two alleged sex workers posed behind storefront windows in the red-light district as part of the AR campaign. QR codes were used to lead potential clients to believe they could see «everything» about the women on their smartphones.
Instead of pornographic content, however, the men were presented with completely different scenes. Via augmented reality, they had to watch how the women behind the shop windows were intimidated and attacked by their pimps. They also learned about the fate that had brought the sex workers into this situation - a story that coincides with that of many women in the industry.
Because an estimated 10 percent of sex workers in Switzerland are victims of human trafficking and are forced into prostitution. In order to draw attention to this problem, the Women's Center Graubünden has launched the campaign. It is aimed specifically at clients, who are often the victims' only link to the outside world. The framework is the international solidarity campaign "16 days against violence against women".
The final message: human trafficking is not always visible at first glance. According to the media release, passers-by should be encouraged to look more closely at prostitution and to contact the Graubünden Women's Center if they suspect criminal activity.
Responsible at Frauenzentrale Graubünden: Cathrin Raeber. Responsible at Y&R Group Switzerland: Swen Morath (CCO), Benjamin Franken (CD), Andrea Pramor (strategy), An Le and Raphael Tucev (programming), Sebastian Eppler (art direction), Linda Solanki (text). Production: Film Tannery.
