CASE STUDY > LOUISIANA OFFICE OF MOTOR VEHICLES
WHEN YOU SUSPECT, SPEAK
Driving awareness and action to report human trafficking.
The Opportunity
"Even if we can save only one..."
The success of this campaign was underscored by the client's profound declaration early in the discovery process: "Even if we save only one person from human trafficking, the campaign is a success."
This powerful statement became the guiding principle behind every aspect of the project, driving our commitment to creating impactful and actionable messaging. What started as a small creative campaign in 2021 has led to a 5-year, statewide campaign to drive awareness and action.
THE INSIGHT
Truckers look for signs everyday.
The creative development of this campaign was strategically centered on a design inspired by what drivers with a Commercial Drivers License already pay the most attention to—emergency matrix road signs. Understanding that these drivers are conditioned to immediately notice and respond to these signs, we crafted the campaign’s visuals to mimic the recognizable format and urgency of matrix messaging. By doing so, we ensured that the campaign’s call to action— When You Suspect, Speak.—would capture truckers’ attention in a familiar and authoritative manner, making it more likely that they would retain and act on the information.
HOW WE MADE IT SIXY
Know the signs.
In addition to utilizing art direction that plays off the electronic matrix signs truckers are used to seeing everyday, we took it a step further by transforming familiar signage truckers see at gas stations with campaign messaging that informs them on what signs of human trafficking to be on the lookout for. From soda machines to gas pump displays to cash register signage, the campaign persuades truckers to always be vigilant as the eyes and ears of the roadways where authorities know human trafficking occurs.
HOW WE MADE IT SIXY
An integrated campaign and landing page
To provide more resources to CDL drivers, we introduced custom print materials and a dedicated website, whenyoususpect.com. The site offers comprehensive information on the different types of human trafficking and practical steps drivers can take to stop it. This expansion not only broadened the campaign’s reach but also deepened its impact by equipping drivers with the knowledge and tools necessary to make a real difference.
CREATING HAPPINESS
Big game launch and big-time results.
The success of the initial campaign led to our client receiving a multi-million dollar federal grant that enabled them to extend the campaign from 2025-2029. The campaign launched just prior to the Super Bowl in 2025, which was hosted in New Orleans, and state officials reported no major trafficking activity which was a huge win and emblematic of the state’s preventative measures.
Gold Telly, Local TV
PSA, "When You Suspect, Speak"
Silver Addy, PSA
"When You Suspect, Speak"
Gold Telly, Local TV
Cinematography, "When You Suspect, Speak"
Silver Addy, Sound Design
"When You Suspect, Speak"
Six-Star Review
“Government-related work can be challenging. However, Red Six Media met every regulation and guideline with enthusiasm. They developed a campaign to increase human trafficking awareness in Louisiana that was more amazing than I could have imagined. The team at Red Six Media conducted an incredible amount of research to understand the problem and created materials that were sensitive to the subject, yet impactful. Red Six Media was an incredible partner in this work!”
CAITLIN BOYD
Grants/Contracts Reviewer IV,
Louisiana Office of Motor Vehicles
