HopeNow won the 2008 “Reklame for alvor” Award. Reklame for alvor (Serious Advertising) was created to enable charity organizations to promote their causes in the mass media. Serious Advertising is a non-profit initiative, which annually brings together the expertise of the entire Danish communications industry in order to present the award to a strong campaign.
The message of the HopeNow campaign was “Stop slavery in Denmark – Human trafficking is a violation of human rights. It is criminal, it is slavery, and it is not a free choice.”
Otteogtyvetres & Bitsch + Lundquist put human trafficking on the media agenda by portraying an African woman as a commodity in various shopping situations. The campaign was extremely powerful and achieved high recognition in the population.