TORONTO — The Canadian Centre to End Human Trafficking has chosen Strategic Objectives to raise public awareness of the issue, as well as the national hotline the group runs to help victims.

Strategic Objectives was named The Centre’s communications agency of record following a competitive review. There was no incumbent agency.

The firm’s work to date has focused on a multi-channel campaign that culminates on February 22, which is National Human Trafficking Awareness Day.

Strategic Objectives partnered with creative agency Good&Ready and media agency Hotspex Media on the initiative, which started with a media relations campaign to raise awareness of The Centre’s human trafficking hotline.

The current campaign includes public relations, social media, digital advertising, wild postings, audio news releases, subway advertising, and convenience stores ads with an emphasis on sex trafficking.

“This is a very complex and sensitive issue, and one that demands empathy and deep understanding of both the issue and the pressure that those being trafficked experience,” said Strategic Objectives cofounder and partner Judy Lewis. “Our tri-agency team worked harmoniously together. Good&Readybrought innovative thinking, heart, and meaningful creative to this project. And our past award-winning work with Hotspex Media made them a logical partner to bring unique thinking to help this program reach both those in need and those who want to help."