The ‘Ugly Truth’

Maddie Cotterill

Kinetic worked with the in-house agency at The Voices and Faces Project to debunk myths and shine a light on the realities of sexual exploitation and trafficking in the County in the campaign entitled the ‘Ugly Truth’ during th July 12, 2016 MLB All-Star game at San Diego’s Petco Park.

UglyTruth-SD-EcoPoster-and-Mobile-Billboards-002

According to the FBI, San Diego is a ‘High Intensity Child Prostitution Area’ with the average age for entry into sex trafficking being 16 years old. In order to get audiences coming to Petco Park to begin thinking differently about human trafficking, its conditions, and the girls, boys, and women it affects, Kinetic partnered with solutions-based experiential agency NMS’ ProjectionMan to project ‘truthful’ and blatant facts on buildings along the stadium’s traffic route.

Ugly Truth 1

“If you’re paying for sex, you could be paying for someone’s pain.” is one example of the shuttering tagline from the creative, which hopes to change sentiments about this victimizing and damaging problem in the San Diego County.

San Diego is not the only market in which Kinetic hopes to support community leaders engaged in the fight to end sexual exploitation and trafficking. Through its partnership with The Voices and Faces Project, the agency piloted the ‘Ugly Truth’ campaign in Chicago in 2013 and is expanding the campaign to other major markets as part of the launch of a new national trafficking coalition that will debut in the fall.

Ugly Truth 2

Projections were showcased around 8:30pm PST when audiences will be leaving the stadium.


Leave a Reply