Assignment Organise a film festival in conjunction with the Vienna forum to fight human trafficking. Solution Beyond the framework of the assignment, Vandejong sees the potential for a complete project that can work as the catalyst for the fight against human trafficking.

1. fight
Project case
015
human
traffic-
king!
Project
film forum on human trafficking
Client
united nations gift
Vandejong
amsterdam

2. Vandejong Vandejong
03
Project
amsterdam amsterdam film forum on
human trafficking
Client
united nations
COmmuNICATION & CREATION & gift
caSE
Assignment
Organise a film festival in conjunction with the Vienna forum to fight
human trafficking. Over 1,000 professionals meet during the Vienna forum
to discuss the un.gift programme (united nations global initiative to
fight human trafficking) and to compare notes on how to intensify the
fight against human trafficking.
Solution
Beyond the framework of the assignment, Vandejong sees the potential
for a complete project that can work as the catalyst for the ‘fight against
human trafficking’. The film festival initial assignment serves as the source
of a public campaign: The Upset Heart. This film festival becomes a place
for involved film industry figures and serves as the platform for launching
a worldwide awareness campaign featuring a symbol that will be specially
created to this end.

3. 05
Project
film forum on
human trafficking
Client
united nations
gift
human trafficking and
thE unitEd natiOnS
human trafficking is the fastest growing type of crime and a black market
involving billions of euros. This form of modern slavery, from child labour to
prostitution and forced (domestic) labour affects everyone, either directly or
indirectly. The time is now to join forces in order to put a stop to this problem.
consequently, the united nations launched the un.gift programme in
2007. for the moment, the Vienna forum is the core of this programme.
The organisers of the forum are eager to involve the residents of Vienna.
Vandejong responds by proposing to organise the film festival not only at the
site of the forum, but also in the city of Vienna in order to make the festival
accessible to a wider audience. The identity of the film forum under develop-
ment also serves as a public campaign that can be communicated worldwide
and will introduce a powerful symbol against human trafficking: The Upset
Heart. The films that Vandejong compiles and selects in cooperation with
heidi Lobato (director of the africa in the Picture film festival) are collected
in a catalogue and serve as the key list of films on human trafficking.
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4. 07
Project
film forum on
human trafficking
Client
united nations
gift
hEt fEStiVaL: fiLm fOrum
On human trafficking
Vandejong proposes to use the term ‘film forum’ instead of ‘festival’ for two
reasons: first, to draw the link to the forum for professionals; and second,
because the word ‘festival’ is too cheerful for the topic at hand. The motto
‘Let us not close our eyes’ and The Upset Heart symbol are used to introduce
the theme to the public. The film forum is held at three locations. Vienna’s
famous metrokino cinema serves as the main location, where 20 films are
shown over the course of four days. The proceeds from the ticket sales are
donated to the helen Bamber foundation, which is dedicated to fighting
human trafficking. The selection is based on a combination of cinematographic
qualities, geographic distribution and diversity in subjects covered. Each
evening screening is preceded by a debate involving internationally known
actors and directors. Several films make their debut at the forum, including
the hollywood production Trade, which is presented in the city’s largest
cinema, gartenbaukino, along with a reception for the audience, experts and
stars. another 35 films from the comprehensive catalogue are shown at the
third location, the un city complex, where experts can view the films on
dVd on request.

5. 09
Project
film forum on
human trafficking
Client
united nations
gift
thE cataLOguE: fiLmS
On human trafficking
instead of approaching the film forum purely as a film festival, Vandejong
sees it as a campaign using film. The festival is a means of communication
designed to generate as much follow-up as possible. consequently, the
catalogue has a functional layout that includes not only summaries of the
films but also the necessary contact information and specifics regarding the
available formats. The goal is to stimulate and help ngOs, cinemas and the
various un field offices to organize their own film event on human trafficking.
as part of this, 3,000 catalogues are distributed around the world. The
festival that Vandejong organises in Vienna is presented as a model festival.

6. emma thompson (actrice) en antonio maria Costa
(executive director UnodC) op de persconferentie

8. 15
Project
film forum on
human trafficking
Client
united nations
gift
thE SymBOL:
thE uPSEt hEart
The concept of human trafficking is still unfamiliar to the public at large.
Vandejong creates a symbol designed to make the public aware of human
trafficking: an upside-down heart. Vandejong uses it as the logo for the film
forum and takes the initiative to hand out 2,000 upset hearts pins on
Valentine’s day during the festival and to Vandejong business contacts.
The united nations and celebrities in attendance are so enthusiastic about
‘the red ribbon of human trafficking’ that an international campaign is
immediately announced.

9. 17
Project
film forum on
human trafficking
Client
united nations
gift
rESuLt
given the context of the project, it is hard to quantify a result. The intended
result is to reduce human trafficking, which is difficult to measure, especially
on such a short-term basis. however, what we can measure is the enthusiasm
with which the united nations responded to Vandejong’s unorthodox
approach. Once again, the most challenging path proves to deliver far more
than anyone dared to hope ahead of time. The Upset Heart touches a great
many people. it has the potential to become a global symbol. The united
nations is looking into the possibilities, and asks Vandejong to formulate
a follow-up proposal.
Within a month after the festival, reports start coming in that new festivals
are being initiated in countries including Belarus, cyprus, moldavia,
Switzerland and the united States, all based on the content of the catalogue
and along the same lines as the film forum.
Project team
Strategy — menno Liauw
film forum curator — Heidi Lobato (director of africa in the Picture)
film forum organisation — randall Brenes (Vienna), menno Liauw
and Heidi Lobato
catalogue
research — randall Brenes
catalogue editors — Cyril van sterkenburg, Heidi Lobato and menno Liauw
design — Lucie Pindat and Hamid sallali
The upset heart
concept — marcel de Vries, stephan achterberg (art) and eric Wie (Copy)
With contributions from:
Print traffic — Peter groeneveld
technical support — Filmarchiv austria
translation — Leslie Hadlock (gB) and einszweidrei (d)

10. Vandejong Vandejong
amsterdam amsterdam
COmmuNICATION & CREATION &
VandEJOng VS.
SOciaL rELEVancE
Making the world a better place is fun!
companies or initiatives with social involvement regularly arrive at
Vandejong’s doorstep. as long as the social relevance does not interfere
with social ambition, we are happy to apply our knowledge and enthusiasm.
after all, nothing is as fun as making the world a better place! But where
do you start?
We believe that the way to get people to take action is to take big problems
and reduce them to a human scale. to offer the public a concrete and
feasible handle for taking action. This is how campaigns are created that are
developed and supported in part by the users. and that is the best guarantee
when it comes to changing behaviour.
aBOut VandEJOng
Vandejong is an enterprising, strategic and creative communication agency.
We build brands, develop campaigns, means and, if necessary, new products.
See, communication can be interpreted in so many ways.
Vandejong is forever studying and expanding the possibilities of communi-
cation. consequently, the wildest communication ambitions fly across the
table on a regular basis. for every one of these innovative communication
plans, a team of Vandejong employees is immediately ready to rise to the For more information
challenge of working out the details with gusto. in this process, we prefer Ilse Huijg
Office manager
honest, meaningful communication with an unambiguous, distinctive style.
ilse@vandejong.nl
Contact
t: 0031 20 462 2062
e: info@vandejong.nl
www.vandejong.com

11. caSES
Project case
015
Project 001 Foam
film forum on A museum as a brand
human trafficking 002 Filmmuseum
Client From art cinema to museum
united nations 003 neau
gift World water for world citizens
004 Foam magazine
Expositions in a magazine
005 anno
We make history!
006 BIs Publishers & Vandejong
Shortcut to creative Amsterdam
007 City of amsterdam
A campaign in a box
008 anno & IPP
The slogan rules!
009 University of twente
The scientist of the future
010 Foam Fund
Investment advice
011 anno
Kids discover the truth
012 University of twente
Start studying!
013 Pon
Club feeling at car importer
014 Waterexpo 2010
A nation as communication concept
015 United nations gIFt
Fight human trafficking!
Download all cases at www.vandejong.com (keyword ‘cases’)
or request them at fieke@vandejong.nl