BACKGROUND
Ella’s Home provides extensive aftercare for trafficked women in London. This includes a safe place to live, skills training and job opportunities through small businesses. The charity is named after Ella, who managed to escape London’s sex industry to discover there was nowhere safe for her to go.

STRATEGY
The strategy was about catching audiences off-guard and spurring them into action, achieved by teaming up eye-candy graphics with provocative messages.

SOLUTION
Cheerful, brightly coloured imagery contrasts well with hard-hitting copy lines in a series of dark, uncomfortable messages. All designed to stir up people’s outrage and protective instincts. By contrast, the identity, crafted from an old-fashioned key, gives the reassuring reminder that there is help and hope out there for girls and women who suffer exploitation.