We started with a deep dive into the issue, listening to those with lived experience, and asking for insight directly from migrant workers. Because the issue is vast, we narrowed our focus to agricultural migrant workers predominantly from Mexico, Guatemala and Jamaica – they represent the majority of migrant workers in Canada and are most at risk of abuse. Elements of our award-winning campaign include:  

• Phase One used National Human Trafficking Awareness Day in February to make the issue relatable to Canadians by highlighting how the food security of our nation rests on the backs of migrant workers. We raised awareness of labour trafficking practices, signs of exploitation, and help provided by the Hotline.  

• Phase Two took place in June, when agricultural workers are settled into their jobs in Canada. This phase included:  

• A national, tri-lingual ad campaign (English, French, Spanish): Targeting migrant workers directly, the ads focused on the most frequent labour abuses and equipped those at risk with information about their rights and help provided by the Hotline. The campaign included digital ads and out-of-home ads in key community locations.  

• A digital toolkit: We focused on help available through the Hotline and provided much-needed assets to resource-strapped community partners working to end labour trafficking.  

• Media relations: With a focus on key ethnic media, coverage reached migrant workers in their own language through trusted sources.  

• Outreach to religious institutions: Oftentimes migrant workers are permitted to attend religious services therefore we provided resources to reach those at risk in rural congregations. 

• Sponsored editorials: We targeted key publications in Mexico and Jamaica, as research showed migrant workers continue to read their native publications when in Canada, as do their family and friends back home.