External Environment

Doing research on the background allowed us to understand the severity of the issue of Sex Trafficking. We learned that it is more of an issue then we thought and felt that it was important to bring more awareness to our publics. The external environment that we were dealing with was Salisbury University faculty and students as well as NGO’s that deal with the similar issues.

The Industry

Human Trafficking is the third largest international crime industry with over 460 trafficking flows. It reportedly generates a profit of $32 billion every year. Of that number, $15.5 billion is made in industrialized countries. Like drugs and arms trafficking, human trafficking is a market-driven criminal industry that is based on the principles of supply and demand. Many factors make children and adults vulnerable to human trafficking. Human trafficking is fueled by a demand for cheap labor, services, and commercial sex acts.

The Client

If we were to have had enough time to get in contact with a NGO. Our client would have been the Polaris Project.

The Product, Service, or Issue

To provide our client with increased awareness among the Salisbury University community by creating a campaign that deals with creating this awareness. We implemented this by hosting a movie screening which showed an accurate depiction on sex trafficking in the United States, as well as creating a petition online to help raise awareness on this cause.


The promotional tools that were used included a Facebook event, passing out 200 flyers, and word of mouth. The flyers included a brief summary of some of the important key facts about Human Trafficking, date and time, place, images, and our campaign’s tagline. We placed flyers on campus in multiple locations on campus: Cool Beans, Commons, Perdue Hall, Fulton Hall, and the library. Each member of the group helped pass out flyers and encouraged the campus community to join us in our effort to raise awareness. Since our project was not part of an RSO and we had limited availability for placement. However, we were able to place flyers on tables, and bulletin boards.We also created an online petition allowing our target audience to sign in order to encourage them to acknowledge sex trafficking and help put an end to it.

Market Share

The sex trafficking industry generates a profit of $32 billion every year. Of that number, $15.5 billion is made in industrialized countries.


In the issue of Sex Trafficking I wouldn’t say that we would have competition. I think that any other NGO that focused on the issue of Sex Trafficking would be considered a partner because the more help we have to bring awareness to this issue the more likely that the Sex Trafficking would be lowered.


Here is a list of the resources used for this campaign:

SWOT Analysis

S- The strengths of this PR campaign was that there were multiple facets which were all utilized to raise awareness at Salisbury University on sex trafficking of minors in the U.S.

W- The weakness for this campaign was that there was a lack of time.

O-  The opportunities are that Salisbury University allows us, as students, to create clubs/organizations.  We could start an on campus organization which delved into raising awareness of this issue long term on SU’s campus.

T- There were many threats to this campaign; firstly there was a lack of time, secondly many students are home for Thanksgiving break or focused on finishing the semester.

Public Profiles

The demographic that we were trying to reach would be the Salisbury University community ranging from students, faculty, and staff. The relationship between our target audience and this social issue is extremely crucial as anyone can be affected by sex trafficking. Informational sources and media use included Facebook, Twitter, and the creation of an online petition, via


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