Ask any of us at Strategic Objectives to explain what makes our company different, the answer invariably will come back to: we believe that public relations can be a strong and powerful force for positive social change.
Throughout our history we have sought out, and been sought out by, clients who also see the opportunity for promoting social good through the power of PR. One collaboration we are most proud of is our two decade partnership with one of the world’s most respected beauty brands, known to never shy away from a good fight – The Body Shop.
Putting a spotlight on issues others may wish to sweep under the carpet is in the very DNA of The Body Shop, as we’ve had the good fortune to learn through our work with the brand. We’ve worked on many challenging but rewarding campaigns with The Body Shop, including an anti-violence against women campaign which led to Strategic Objectives receiving a United Nations Grand Award for Outstanding Achievement in Public Relations. To this day, it is one of our proudest achievements.
We were thrilled to once again partner with The Body Shop on a critical, and too easily ignored issue – sex trafficking of children and young people.
For the past two years, The Body Shop in Canada with its 115 locations from coast to coast, has worked in partnership with Beyond Borders and The Somaly Mam Foundation on collecting Canadian signatures calling for a an immediate national plan of action to Stop Sex Trafficking of Children and Young People. Beyond Borders is a volunteer-driven Canadian organization dedicated to advancing the rights of children everywhere to be free from sexual abuse and exploitation and a member of ECPAT International. The Somaly Mam Foundation is an organization which works to give victims and survivors of slavery a voice.
Our @SO_pr team jumped at the chance to spread news of the petition with proactive traditional and social media relations to ensure Canadians from coast to coast would hear about the public rally and petition signature hand-over to the Government of Canada, that was organized at The Body Shop in Ottawa on August 30th.
Why everyone should care about sex trafficking of children and young people:
- Human trafficking is the third-largest1 and fastest-growing criminal industry2 in the world.
- 1.8 million children are exploited in the global commercial sex trade (this figure is thought to be much higher due to the underground dealings of the traffickers3.)
- Reports show that sexual exploitation is the most likely purpose of trafficking4.
- Trafficking exists in countries all over the world. It doesn’t only exist in the poorest countries5.
- Each year, approximately 600-800 women and children are trafficked into Canada, and up to 2,000 people are trafficked from Canada into the United States6.
(Sources:1-5 UNICEF and UNODC, 6 Royal Canadian Mounted Police)
We worked tirelessly, to ensure the country heard that more than half a million Canadians had signed a petition, which forcefully called for the end of modern day slavery. Though we had an important story to tell, getting the news out was not easy. During this same time the country was mourning the death of federal New Democratic Party leader, Jack Layton, and media’s attention was understandably focused elsewhere.
Passion, perseverance and never losing sight of what The Body Shop initiative meant, helped us to break through and make news. Newspapers, TV and Radio all tuned out to cover the story when Minister of Public Safety, the Honourable Vic Toews, attended The Body Shop public rally in Ottawa to receive the petitions, and to hear about the devastating effects of sex trafficking of children and young people.
We are honoured to play a role in improving the world as we know it. The recent effort is part of The Body Shop global campaign which will culminate in the presentation of a global petition to the United Nations in September, 2011. Millions of concerned citizens around the world have joined Canadians in signing the petition and voicing their demand for an end to human trafficking. The official number of signatories around the world will be released when the petitions are presented to the UN in Geneva, this September.
We’ll make sure to let you know!
Here is just a small snapshot of our media coverage:
Petition for Vic Toews takes aim at child sex-trafficking
Canadians Rally behind Cry for Anti-Trafficking Efforts
Petition shines light on human trafficking in Canada
Toews tackles human trafficking