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Combatting Human Trafficking
Project type
Integrated Marketing Campaign
Agency
DCG Communications
Role
Art Director
Problem
Human trafficking can happen to anyone — on farms, in factories, strip clubs, or private homes. It's a hidden crime, but not an invisible one. In 2010, DHS launched the Blue Campaign to bring it into the light, training responders, businesses, and the public to recognize and report trafficking. By 2016, DHS needed to know what was working — so they brought in DCG for a research-driven approach to sharpen the campaign's impact.
Approach
DCG built a five-year strategy — social, paid media, events, Spanish-language outreach, and partnerships — grounded in focus groups and survivor feedback, with clear goals: grow partner reach, drive site traffic, and improve ad ROI. Data-driven optimization delivered real results: a keyword campaign drove nearly 500,000 impressions and 935 hotline calls; a 7-month newsletter campaign generated 70 million impressions and 46,000+ signups at $3.88/email. DCG also built ~2,400 stakeholder relationships, then deepened them — extending Blue Campaign's reach to vulnerable populations, frontline industries, and law enforcement at every level.
Result
#WearBlueDay drove 40.8M impressions — and 103.4M+ impressions with 10,000+ uses across 6.4M unique users in 2022. Thirteen nationwide paid media campaigns added 212M+ impressions and 2.7M+ website clicks that same year, while Instagram following grew 36% through strong visuals and targeted paid social, and the monthly newsletter surpassed 100,000 subscribers.
