The Background

• As part of STOP THE TRAFFIKs mandate to collect 1.5million signatories of its declaration for presentation to the UN, the coalition wanted a strategy to tap into the massive and growing number of potential supporters on Facebook.

STOP THE TRAFFIK was launched in 2006. We now have a global brand, a unique look, an award winning website and groundbreaking campaigns creating history. We could not have done this without Contrapositive. They were there at the very beginning and have given their skills, passion and time to us. Their brand creation and web site construction mean that STOP THE TRAFFIK can and will continue to campaign. Bex Keer - STOP THE TRAFFIK

The Solution

• We designed a viral Facebook application based around the idea of connection with other supporters (and potential supporters of the cause)
• The application allowed users to connect with friends and view one another's contact trees
• Built in Flash , the application was visually interesting and promoted both the declaration message in a smart and interesting way and communicated the brand appropriately to this audience
• To encourage exploration and viral distribution we also "hid" freedom keys around the networks. Users were then encouraged to find as many keys as they could which would provide a leader board and with the initial plan to include a single gold key which would unlock a prize for the finder.

Results

• The campaign ran between January and February 2008.
• 11,040 people downloaded the application
• 9474 went on to sign the declaration which is an 85% conversion rate
• 86% of the users were new sign ups whilst 14% where existing users
• Therefore, each existing signatory recruited an average of 6 new signatories
• These signatories formed part of a declaration that was partly responsible for significant changes in UN policy on tackling trafficking and related crime across the world

Related work

• Web
• Print
• Video
• Video for web