Campaign Concept

As the Art Director, I lead the project team through brainstorming and partnered with our messaging lead to develop and pitch a cohesive campaign concept that centered on Kashi's voice. Kashi's story would be told in first person, and color would be used as a metaphor to show the progression of Kashi's voice from muted blues and purples to vibrant yellows and oranges as she goes from a little girl who was silenced to a woman living and speaking in power.

Photo Journey

Through the concepting process, a clear story angle emerged emphasizing four distinct periods of Kashi's life. In order to create a photo journey to support this story angle, I developed a detailed shotlist with indepth direction. While in previous years, the storytelling team would go to the field to tell our client's story, international travel was not an option due to the pandemic. For this reason, we recreated Kashi's story domestically and worked closely with our Kolkata field office to ensure that we did so as authentically as possible.

I teamed up with our senior producer to domestically source and recreate important aspects of Kashi's story. These include (but are not limited to) casting three models, hiring the right photographer, sourcing four different shoot locations, creating sets (including a staged brothel), and sourcing wardrobe and props.

This photography was used throughout IJM's 2020 Year End Campaign in applications including but not limited to social media, print, paid ad, and web.

Photo Set 1: A LITTLE GIRL IN SLAVERY

Campaign Language: I was just 5 years old when I was silenced, trapped, and locked away. I was just another tool used by the family. I wanted to be part of the world but didn’t know how. Every action was dictated by others, and I was forbidden from expressing myself or asking for what I needed. If I spoke would anyone hear me?

Setting: Room in a home in Mumbai, India. Floors and walls should feel cold with blue and purple tones that feel oppressive. Dark room like a closet.

Photo Set 2: a teenager in Brothel

Campaign Language: When I turned 15, a boy in the family sexually assaulted and raped me. I wanted to tell someone, but I had no evidence to prove what happened. He said he would accuse me of making up stories. Other men in the family assaulted me…and then I was sold to a red-light district in Kolkata. I was shuffled around, and had my name changed. I was afraid and was just trying to survive. Would anyone even listen if I asked for help? I didn’t believe I could trust anyone, everyone in my life wanted to hurt and exploit me. I felt that hope was lost.

Setting: A room in a brothel in the red-light district of Sonagachi, Kolkata (India). Room should have purple and red tones—we’re seeing the transition in color from her childhood, to this climactic moment in her story.

Key Photo: The moment Kashi is found

Kashi has been told by the brothel owner that the police are bad and want to arrest her. When police and IJM staff raid the brothel to rescue her, she hides herself behind a curtain. Police arrest the suspected Madam, but can’t find Kashi. As they are leaving, an IJM staff member catches Kashi’s small hand and face peeking out from behind the curtain. This is a tipping point moment between slavery and freedom. Kashi has mustered the courage to reveal herself, but she is scared because she doesn’t know that this will lead to her freedom.

Photo set 3: a teenager in Freedom

Campaign Language: I began to learn to trust others. For the first time I could remember, the people in my life were trying to help me instead of hurt me. I began to see value in myself. I saw that I had dignity and was worthy of being treated with respect. I was treated me like an equal. I could ask for what I needed. In fact by using my voice, I could participate in the healing process.

Setting: Lush, green school grounds. Environment should feel open and free. Lots of light. Setting should have green, orange, pink, and yellow tones

Photo set 4: Kashi the Powerful Advocate

Campaign Language: Today, I see the power of my voice and I am speaking out with confidence. I have been transformed into a powerful advocate—a force to be reckoned with. Just last year, I joined ILFAT, the Indian Leadership Forum Against Trafficking and I am so proud that I can raise my voice publicly to speak against the horrific abuse that so many in my country endure. I speak up in media appearances, raising my voice so everyone can hear. I’m not afraid to call on government officials to bring power to the side of the oppressed.

Setting: Radio Station in Kolkata, India. Colorful Kolkata park with green, orange, pink, and yellow tones/flowers.