By Susan Burke
According to a March 17, 2010, New York Times article, The Body Shop, a pioneer in corporate social responsibility, has taken up a new cause—sex trafficking. Over 1.2 million children become victims of the global sex trade each year and human trafficking is the fastest growing criminal industry in the world.
The goals of the campaign, which utilizes online, in-store, social media, sponsored screenings of the documentary “Playground: The Child Sex Trade in America,” and out-of-home, are to raise awareness about the issue, collect funds to help the victims of this crime, and encourage legislative action in this area.
On their website, The Body Shop, which is part of L’Oreal, encourages consumers to take the following actions to help fight sex trafficking:
1. Tell friends and family about the campaign.
2. Buy The Body Shop’s Soft Hands Kind Heart Hand Cream, or make a donation to ECPAT.
3. Report a suspected incidence of child trafficking by writing to firstname.lastname@example.org
4. Learn more about the issue by reading a full report on Global Child Trafficking for sexual purposes. or the summary report.
5. Learn more about The Body’s Shop’s Progress Cards which have been developed to support future phases of this campaign.
So far, $1.5 million has been raised to support this cause by consumers of The Body Shop in Canada, the U.S., and Mexico. For more information on how your brand can become more socially responsible, visit www.ana.net/mic.