Ali Griffiths
Sydney, Australia
TitleFalse Hope
Campaign False Hope
Advertiser MTV EXIT
Date of First Broadcast/Publication
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline Sometimes hope takes you places you never dreamed.
Story A young girl somewhere in Asia has been promised a job as a waitress in a foreign country. She has breakfast with her mother on the morning of her departure. The mood is sad but there is also hope and excitement about the young girl’s new
life abroad. She picks up her backpack and hugs her mother to say farewell. The girl opens the front door and walks through it, however it simply leads her straight into another room – a cell in a human trafficking operation. Confused and frightened, the girl is confronted by a strange and intimidating man who takes her passport away and forces her into a world of sex slavery. She is trapped and desperately tries to escape. Her mother breaks down in tears. They are separated by a wall, dividing their two different worlds. 
Philosophy Instead of creating a traditional advertisement to help fight human trafficking, we wrote an original song and created a music video with a message.
Problem It is estimated there are 20.9 million slaves globally.Despite the large scope of human trafficking, the number of criminal convictions in many countries is still low or non-existent. It is important for everyone to be aware that human trafficking exists and it could be happening right under our noses – it is our responsibility to report it to the authorities if we see something suspicious. We need to encourage people to help spread the message and to learn more about the issue.
Result This music video has a reach of millions of people and empowers youth to educate their friends, family, & communities to look at this issue seriously and encourage them to join the fight against human trafficking. 
Media Type Television
Soundtrack False Hope by Alex Kavvadias
More Information
Executive Creative Director
Additional Design
Director of Photography (DOP)
Music Production
Production Company
Georgette Screen
MTV EXIT Head of Creative & Content
MTV EXIT Campaign Director
Song Lyrics

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