Sunshine Coast not-for-profit Destiny Rescue is a step closer to ending sexual exploitation and trafficking of children thanks to creative collaborators Hula and Brisbane-based production company, Light and Shade.
The result: a hard-hitting brand campaign aimed at raising awareness across the nation of the charity’s commitment to extending freedom and hope to exploited children across the world.
Destiny Rescue was founded in 2001 by Tony Kirwan after overhearing a man in a Thailand street bragging about how he was once invited to have sex with children.
“When I heard this, it really hit me and I knew I had to do something.
“Our organisation has grown into a worldwide organisation dedicated to rescuing children from sexual exploitation and trafficking and helping them remain free.
“Child Sex Trafficking is one of the world’s fastest growing crisis. Due to the insidious nature of the industry, the real impact is extremely hard to quantify. The true figure is likely far higher than current estimates.
“Destiny Rescue helps amplify the voices of both those who are enslaved and have been freed from abuse,” Mr Kirwan said.
When engaged by Destiny Rescue, creative agency Hula, took Mt Kirwan’s dream of a time when children can go to bed to sleep, not work, to heart; creating a heart-wrenching TVC which stirs the viewers’ emotions.
Presenting a juxtaposition of a typical, Australian child’s bedroom, the TVC overlays this with the reality of children enslaved into the sex trade via human trafficking across countries in Asia and Africa.
A hard-hitting reality of what is really going on behind closed bedroom doors, the call to action achieved through the TVC is the awareness that Destiny Rescue existence is only possible with public donations.
Sunshine Coast creative agency Hula Strategic invested a huge probono effort developing concepts and project managing the campaign through production and media buying processes.
Hula Founder and Director Stuart Peace said the overall production could have easily been a six-figure project.
“We made every effort to ensure the client’s message got out there, the issue front and centre and extra donations now start to come in to push the effort to save children from sex slavery.
Hula had been working with the charity for a short time, and when the conversation commenced around doing something different, the wheels were set in motion to create a brand campaign.
“We knew the client wanted something different to engage with a much broader audience.
“We pulled together a like-minded band of professionals who wanted to give back and do create something meaningful, with purpose.
“As soon as they read the script and understood the cause, they were 100% committed,” Mr Peace said.
Coming in with an equal effort were production company Light and Shade, led by Director Josh Ziani and producer Emma Horne.
Light and Shade Director Josh Zaini said he was immediately struck by how simple and powerful the creative concept was.
“We are fortunate to work with some very generous and talented crew across production and post who were also keen to jump on board and create important work that we hope will achieve positive outcomes for children in unacceptable situations,” Mr Zaini said.
Destiny Rescue Marketing Manager Geoff Harrison credited the creative outcome achieved by both agencies.
“The TVC produced by Hula and Light and Shade has allowed us to get our message out to a much larger audience, which we hope will be inspired to donate to our efforts to rescue exploited children,” Mr Harrison said.
Running since late May, the TVC is being broadcast across all major free-to-air networks, as well as Foxtel and catch-up streaming channels, with a supporting social media campaign to further extend its reach.
Credits:
Creative Agency: Hula Strategic (Stu Peace)
Production Company: Light + Shade
Director / DP: Josh Zaini
Producer: Emma Horne
Photographer: Corey Schweikert
Art Director: Matt Porter
Gaffer: Dave Russell
1st AC: Aaron Bottero
HMUA: Jane Heta
Casting: Ben Parkinson (Michelle Clancy)
Talent: Paul Adams and Erika Uusi-Hamikmo
Composer: Ack Kinmonth
Sound Design; Ross Batten
Colour Grade: Kali Bateman
Editor / Post Supervisor: Rohan Cooper
Edit Assist; Carmen Bensley
Motion Design: Jono Shaw
