Campaign Against Sex Trafficking Launches on Tinder

TIME

Tinder users looking for a hook-up might be surprised to come across a number of profiles featuring women with cuts and bruises on their faces and bodies. And that newfound awareness is exactly the mission of Irish advertising agency EightyTwenty, which has partnered with the Immigrant Council of Ireland to launch a campaign against sex trafficking that leverages the no-cost distribution channel of the dating app.

The fake profiles, which use models so as not to exploit actual victims, begin with conventionally alluring photographs of the women. But as users swipe to see more, they see images of the abuse that victims of sex trafficking often endure. The series ends with a PSA that juxtaposes Tinder users’ options with the entrapment victims face: “Your options are left or right,” one version reads. “Sex trafficking victims have no options. You have the option to help end it now.”

The campaign’s website

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