The Price of Life Campaign, 2014

The Price of Life campaign aimed to raise awareness about human trafficking and mobilize people to take action. A series of events throughout the week all over campus spoke to various audiences at the University of Michigan around this important issue.

Empty the Big House

Before any designs were created, I worked with the campaign directors on the main slogan. As we brainstormed what message would appeal to Michigan students, we realized that the number of people currently trafficked in the U.S. was roughly equivalent to the capacity of UofM’s football stadium, the Big House, which holds the most amount of people of any college stadium in the country (over 100,000 people). We felt that drawing this parallel would be both concrete, memorable, and compelling. “Empty the Big House” became the tagline that was used on many of the posters.

Photography: Unknown