Crime Stoppers Toronto and agency Tribal Worldwide created a fake hotel website to show how travelers can spot the signs of human trafficking

As people start to book hotels for the holidays, Toronto Crime Stoppers is hoping to get across its message to fight human trafficking. But rather than going with a traditional PSA, they worked with agency Tribal Worldwide to create a website for a fake hotel, called Hotel de Jeunesse, which they are advertising on booking sites.

When users click into the website, or the hotel’s Instagram and Facebook accounts, they see the typical images of rooms and the establishment, but there’s something slightly off in each picture. You might spot condoms on a bed, a woman staring into space—even the wallpaper pattern features a man touching a clearly uncomfortable young woman. The campaign is meant to raise awareness of this widespread problem.

Marketa Krivy, Executive Creative Director of Tribal Worldwide Toronto, said in a statement, “We wanted to reach people right before they entered into a known human trafficking hotspot so they could help us fight this problem. By creating a presence on travel-related platforms and in those micro-moments, we are able to unpack what signs to look for. The signs of human trafficking hide in plain sight and can be easily dismissed if you don’t know what to look for. But once you do, it becomes much harder to ignore.”

Hotel de Jeunesse

As people start to book hotels for the holidays, Toronto Crime Stoppers is hoping to get across its message to fight human trafficking. But rather than going with a traditional PSA, they worked with agency Tribal Worldwide to create a website for a fake hotel, called Hotel de Jeunesse, which they are advertising on booking sites.

When users click into the website, or the hotel’s Instagram and Facebook accounts, they see the typical images of rooms and the establishment, but there’s something slightly off in each picture. You might spot condoms on a bed, a woman staring into space—even the wallpaper pattern features a man touching a clearly uncomfortable young woman. The campaign is meant to raise awareness of this widespread problem.