Health & Safety

The Polaris Project: Combatting Human Trafficking

We raised awareness to combat sex trafficking from Mexico by producing and distributing Spanish-language content featuring HT survivors and celebrities, generating over 20 million impressions across various media platforms

The Goal

Combat sex trafficking from México by building awareness among US Spanish-speaking communities to recognize and report potential cases.

The Strategy

We conducted public education and outreach by producing and distributing original Spanish-language content featuring human trafficking survivors and celebrities. The content was broadcast on HCN’s La Red Hispana national radio affiliate network and during the weekly call-in radio show, “Bienvenidos a América”. We utilized celebrity influencers to increase trust and generate interest, and organized media tours featuring HT survivors with interviews on radio, TV, online, and in newspapers. Additionally, we created a digital microsite, videos, and social media posts distributed by La Red Hispana and influencer social media accounts.

The results

The local media tour generated headline features on TV, radio, and print outlets nationwide. The campaign delivered over 17.3 million impressions via radio alone and 3.3 million impressions through a mixture of organic and paid social media on HCN’s La Red Hispana channels.

The deliverables

We produced original digital video and radio content featuring HT survivors and comedian/celebrity Eugenio Derbez. This included testimonial digital videos and distribution via owned channels and earned media. We recruited and managed celebrity influencers, developed social media posts, and created a microsite.