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A
scene from the Public Service Announcement © IOM 2007
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South
Africa -
Leading international advertising agency Saatchi and Saatchi has joined
forces with IOM's Southern African Counter-Trafficking Assistance Programme
(SACTAP) to create a hard-hitting Public Service Announcement (PSA) to
raise awareness of the dangers of falling prey to human traffickers.
The PSA seeks to convey the chilling duplicity of human traffickers. It
centres on a young rural African woman who is being enticed to go to South
Africa through the false promise of a modelling career. The unassuming
woman is not aware of her trafficker's deceptive ploys, but the audience is
alerted through a series of subliminal phrases that appear around her, for
example in text on a passing taxi and on graffiti on the wall. These
subtitles reveal the truth: the girl is being trafficked into forced
prostitution.
The PSA features IOM's counter-trafficking helpline for South Africa -
0800 555 999 - and IOM hopes it will help to reach and assist more victims
of trafficking.
Grant Meldrum, Managing Director from Saatchi and Saatchi South Africa
says, "We were touched by the IOM's work and the difference it makes
to women who are trapped in appalling conditions."
Other companies that provided significant in-kind contributions and
support include Fresh-Eye Productions, SABC and ETV.
"This hard-hitting PSA captures the evil realities of human
trafficking and shows how ruthless traffickers shatter the hopes and dreams
of their
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© IOM 2007
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A
scene from the Publice Service Announcement
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victims", says Karen
Blackman, SACTAP's Information and Awareness Raising Specialist.
"Human trafficking is happening in Southern Africa today, but
awareness levels remain worryingly low. We hope that this advert will raise
awareness levels and increase calls to our counter-trafficking
helpline."
The advert will air on leading South African channels SABC1, SABC2, SABC
3 and ETV in primetime slots, as well as CNN and BBC World on DSTV, which
broadcasts throughout Southern Africa.
This will coincide with IOM's forthcoming Migration Dialogue for
Southern Africa summit in Botswana (28 - 30 May), which will bring together
16 governments from the Southern Africa region to discuss the legislation
needed to tackle human trafficking.
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