AGENCY
Bickerstaff - creative agency *Lead Agency
Ilia Anufrienko, Founder and creative director
Marina Chernyavskaya, Creative group head
Mariia Kochurenko, Strategist
Polina Blyzniuk, Art director
Andrew Getmanchuk, Graphic designer
Agatha Egoshina, Junior art director
Olexii Boiev, Digital designer
Yana Brusentseva, Senior account manager
Valentyna Polovynka, PR manager
MOKO Ukraine
SUMMARY
To prevent exploitation of women in the sex trade, the anti-prostitution organization Talita focused on the root cause: men buying sex. Disturbingly, one in ten Swedish men confess to this, each with a justifying excuse. Leveraging the idiom Swedish “wearing the victim cardigan” (i.e. the local equivalent of “playing the victim card”) we put a spotlight on these absurd excuses, igniting a nationwide discussion about prostitution’s real victims. This effort shifted public attitudes among 9% of the male population.
