IOM - International Organization for Migration


South Africa: Hard-Hitting Counter-Trafficking Ad Hits TV Screens


To view the South Africa TV PSA - Public Service Announcement on Trafficking, go to website Link above and scroll to click to PSA.



A scene from the Public Service Announcement    IOM 2007

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

A scene from the Publice Service Announcement


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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