1. Insight As far as the problem touch people I don’t know, I don’t care. How to make young people (focused on their own interests), see Human Trafficking issue?

2. Background There is one thing, that engages milions of people twice a year- Football Transfers. Amazing amounts of money and famous names make people follow every transfer news. 340 millions fans of just one of the biggest clubs, and 1,6 billions watching football globally. Most of them are young. Free, engaged, and enormous audience.

3. Idea Let’s use football transfer machine to play a game with millions unaware people. In cooperation with club already involved into world problems (and associated with UN) in just 72 hours we will shock people and make them think about Human Trafficking.

4. How we bought Miguel Azul

5. The beginning FC Barcelona announces buying Miguel Azul. Rising brasilian football star for 47 milions euro via all the standard channels – TV, press, social media. We make a press conference with Miguel and his “guardian”. Miguel looks a bit scared and confused. By natural process, journalist, and football fans are starting to looking for Miguel’s bio in the… Internet.

6. The Twist Interested people looking for info and finds out our previously prepared content - Wikipedia page, Facebook profile and YouTube channel. Video “Miguel Azul skills and tricks” appears on his channel ( and on FCB too), we see him avoiding to play, forced to kick the ball and totally lost. Angry fans see that their favourite club JUST BOUGHT the guy that can’t play, and is forced to. They share this ridiculous video with thousands of question - why?

7. The Shock After 24 hours another video shows up- Miguel in dark scenery speaks to webcam. “…To be quite honest, I don’t like it. I can’t play. They forced me to do it…” This video is another shareable content, that make people talk, and ensure media coverage around Miguel.

8. The Truth It is 30th of July. After another 24 hours FC Barcelona announce official press conference to explain Miguel issue. Conference starts with simple message: Everyday, in many countries people are sell and forced to do things they don’t want to. It is the money that makes you follow Miguel story, but people are sold for the price of your dinner. Support UNODC Blue Heart Campaign and fight against Human Traffic.

9. FC Barcelona starts to sell shirts with Miguel Azul name and blue heart symbol- all the income donates Blue Heart campaign. During few first matches after Miguel’s issue, Barcelona players wear Blue Heart badges, to promote fighting against Human Trafficing. The Weapon

10. BASING ON SIMPLE INSIGHT: “As far as the problem touch people I don’t know, I don’t care.” AND USING EXISITNG MECHANISM THAT MAKES LOT OF PEOPLE THINK ABOUT ONE MAN, WE CREATED IDEA: “ FC Barcelona buys Miguel Azul for 47 million euro.” IDEA THAT ENGAGE PEOPLE AND MAKE THEM DISCOVER OUR STORY THEMSELVES WITHOUT ANY PUSH: “Who the hell is Azul ? AND BY CONTENT THAT WE PRODUCE, WE MAKE THEM CURIOUS OR ANGRY He can’t play football! Why they bought him?!” AND WE GAVE THEM AN ANSWER “They forced him to play!!! Stop it!” WE SHOW PEOPLE THAT HUMAN TRAFFICKING IS A PART OF OUR EVERYDAY LIFE, AND LET THEM UNDERSTAND, THAT THERE IS MILLION SIMILAR STORIES : “WOW. My favourite club/ the club that I hatem,have just played with me. I have never thought about that problem before ” AND TO GIVE THEM EASY OPPORTUNITY TO TO SUPPORT UNODC WE CREATED A TOOL- THE SHIRT. MIGUEL AZUL- CHARACTER CREATED FOR CAMPAIGN PURPOSES THE TRANSFERS TO THE BIGGEST CLUBS ARE WATCHED BY 1,6 BILLIONS OF FOOTBALL FANS ALL OVER THE WORLD CAMPAIGN THAT AIMS STAKEHOLDERS AS JOURNALIST AND POLITICS AND COMMON PEOPLE WITH ZERO MEDIA BUDGET SHOWS UP IN NUMBER OF MEDIA (FROM SPORTS TO GENERAL ) AND MAKE EMOTIONALLY INVOLVED INTO DISCUSSION