Role: Creative Lead / Director self-initiated pro-bono project. Global Campaign 2022
4 International NGO’s: A21, AIM, IJM, ECPAT Supported by Meta
Responsible for leading this campaign with a team of 50+ cross-functional global team, in partnership with international NGOs; external production houses, sound-recording engineers,
voice-artists, Horizon World VR Creators.
Issue
1. It is estimated that 50 million people are living in modern day slavery worldwide. 6.3 million in forced sexual exploitation. [ILO]
2. Creative fatigue with existing human-trafficking ads, causing desensitisation.
Idea
Butterflies symbolise hope, rebirth and breaking out into freedom. Break Free to Fly is a global digital campaign leveraging Meta’s innovation tools to bring education and awareness to the global issue of sex-trafficking in partnership with 4x international NGOs (The A21 Campaign, AIM, International Justice Missions, ECPAT). Launching across Instagram, Facebook and Horizon Worlds, users follow butterflies (representing victims→survivors) to an immersive experience; hearing a collective story told by survivors from across nations: from their once confined victimised space, to breaking free into a new transformation - a reenactment of restoration houses that reflect hope; symbolising the beginning of new life. All experiences lead our audience to a resource platform that hosts educational materials from NGO’s - showcasing survivor stories, information to demystify trafficking, active hotlines to help spot trafficking and links to organisations.
“Break Free to Fly is truly a compelling, immersive experience. We applaud Meta’s zealous efforts into this global campaign. Indeed, it takes a global response to combat this global crime.”
Impact
The project pushed boundaries on how to creatively respond to sensitive topics, with real measurable impact; breaking records of how NGOs reached new audiences (IJM stated in a few weeks, 10million social media users in Philippines alone saw the campaign). It serves as Meta's first case-study using AR/VR for non-profits for Metaverse Masterclasses and NGO educational conferences.
“We couldn’t have imagined such a vast uptake on this ground-breaking and game-changing campaign. Sex trafficking, specifically the trafficking of children to create sexual abuse materials, can be a difficult topic to broach for new audiences - and so we applaud Meta for stepping in and using its resources to shed light on one of darkest corners of humanity.”
“Jacqui was a resilient and inspiring creative leader in “Break Free to Fly” global campaign for social good. Once she brought me the idea looking for collaboration, I immediately saw the potential of the project - bold in its message, innovative in the use of technology, important for the world yet super complex. Seeing Jacqui navigating in its complexities with ease, positive energy, agility and flexibility was very inspiring. She accommodated feedback of multiple stakeholders, understood each team’s perspective and always provided an alternative smart creative solution when faced with resistance. Her communication was actionable and crystal clear during the process and her eye for craft is something rare to find.”