About the Campaign

A Colorado state legislative mandate required the Colorado Human Trafficking Council (the Council) to develop an awareness campaign designed to educate the general public about human trafficking and display resource information for victims.

Through a competitive bidding process in 2017, the Council contracted with Orange Circle Consulting (Orange Circle) to research, develop and launch the campaign.

A campaign with purpose

The campaign purpose is to increase knowledge about all types of human trafficking in the state of Colorado. The goals are to shift preconceived ideas about human trafficking, elevate the belief that human trafficking can exist in any Colorado community, direct victims to resources, and create a statewide culture that does not tolerate human trafficking.

This statewide initiative was designed to start by first raising awareness of key messages with the intent to funnel into more specific calls-to-action over time. The Campaign Plan outlines the theoretical and tactical approach that provided the Council with the foundation for campaign development.

Research

Background information was gathered from a variety of audiences and sources to ensure the campaign was informed by Lived Experience experts, and other important audience groups. Orange Circle employed a variety of research techniques and activities to inform the development of all phases of the campaign. The Council’s Public Awareness and Outreach Campaign was developed to be factual, authentic, and actionable, with details relevant to Colorado. To learn more about the formative research, review the Comprehensive Summary (PDF) of the research conducted since the inception of campaign development.

Strategic Creative Development

Applying the foundational information provided by survivors, the concept shows the coercive statements a victim/survivor may hear that exploits their vulnerabilities. The audience should see/hear the gradual escalation of kind and flattering words, into manipulative and threatening language, demonstrating how this could trap anyone who is vulnerable‚ÄĒcalling this out as wrong and criminal.

Establishing a series of lived experiences based on factual, authentic circumstances maintains the anonymity of a survivor yet provides the opportunity for unique messaging to better understand different types of human trafficking and some underpinning vulnerabilities.