Advocacy Campaign

Not in My City

Challenge

Human trafficking is a serious and often misunderstood issue in Canada, and Not In My City (NIMC) needed a partner who could help close the public awareness gap around it. The challenge went beyond general messaging: it meant equipping frontline professionals with real tools and training, expanding national partner networks, and reaching high-risk youth, all while shifting public attitudes from "trafficking is rare" to "it happens here, and I can spot it."

What we did

Mash Strategy has partnered with NIMC since 2023 to build and execute a multi-year awareness strategy. Our work spans campaign strategy, digital media advertising, and paid media placements, alongside graphic design, microsite development, and professional video production, plus ongoing support for NIMC's annual report. Our approach combined national visibility, including a network of 40+ airports and 20+ national partners, with sector-specific training and direct youth support, linking every audience touchpoint (frontline professionals like police, educators, healthcare, and aviation staff, as well as high-risk youth, national partners, and the general public) to help disrupt trafficking networks.

Results

The campaign has driven real, measurable movement: 344,282 people reached (up 38.4% year over year), impressions up 29.1% to 490,375, and social followers up 9.3% to 15,968. On the training side, NIMC saw 6,874 e-learning completions in 2024 alone (19,000+ total), equipping frontline professionals with multilingual, sector-specific tools, while 377 high-risk youth received direct support. Social media analytics, CRM tracking, and platform usage data confirmed real-world engagement and a growing readiness among trained professionals to intervene. The Transportation Allies network now spans 40+ airports, extending NIMC's reach into one of the highest-risk points of contact for trafficking.