Overview
The BT1 ("Be The 1") campaign was developed for the Orange County Transportation Authority (OCTA) to address human trafficking in public transportation. This out-of-home campaign educated bus riders about trafficking indicators and empowered them to report suspicious activity, while supporting OCTA's staff training initiatives to coordinate with local law enforcement. It also spoke to the potential victims, giving them a voice to ask for help.
Challenge
• Design an impactful public awareness campaign that would:
• Effectively communicate about human trafficking in transit environments
• Empower riders and staff to take action when observing potential trafficking situations
• Overcome the technical challenges of bus wrap design for moving vehicles
• Deliver a memorable message that could create lasting behavioral change
Strategy & Concept
• The campaign centered on the powerful "Be The 1" tagline—a call to personal responsibility that empowers individuals to make a difference. This messaging:
• Positioned each viewer as potentially crucial in identifying trafficking victims
• Created a sense of agency in addressing a complex social issue
• Established a memorable phrase that could drive behavioral change
Design Approach
Visual Language
• Developed a textured, gritty photographic style with strategic pops of color for emotional impact
• Utilized raw, emotionally resonant imagery to humanize the issue without exploitation
• Created a distinctive typographic system for the "BT1" identifier
Production Elements
• Full bus wraps engineered for complex surface geometries
• Interior bus posters
• Billboards
• Supporting print materials
Production Challenges
• Created templates accounting for door openings, windows, and emergency exits
• Developed solutions that maintained visual continuity across disconnected surfaces
• Optimized designs for both stationary and in-motion viewing
• Engineered layouts effective when viewed from either side of the bus
Results
The BT1 campaign demonstrated both immediate impact and long-term sustainability:
• Campaign has been revamped and continued for multiple years throughout Orange County
• The distinctive BT1 branding created strong recognition among transit riders
• The integrated approach connecting public messaging with staff training created a comprehensive system for addressing potential trafficking situations
Impact
By creating a visually compelling campaign with a clear call to action, the BT1 initiative empowered Orange County residents to participate in combating human trafficking. The campaign's longevity demonstrates its effectiveness in raising awareness and driving meaningful community response.
