Launching an anti-human trafficking brand

Kids Not For Sale is an anti-human trafficking brand that is pushing to put better laws, practices, prevention, education, and awareness to end the sex trafficking of children in Nevada…and across the nation.

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This was our first campaign launch after helping build the brand of Kids Not For Sale. 

In partnership with Derek Carr, the Quarterback of the Las Vegas Raiders, we launched several videos, posters, billboards and ads around the message that children are being exploited, abused, and sold for sex throughout the Las Vegas area. The purpose of the ad was to grab the attention of the state of Nevada to put more eyes, attention, and intention on stopping it; as well as businesses and citizens to become better educated and aware of the practice to practice focused prevention of sex trafficking.

The .

How do we grab the attention that children are literally being sold daily in Las Vegas and around our country? do we do something about it?

Kids Not For Sale is both an awareness campaign and organization that is dedicated to fighting and ending sex trafficking – specifically of children, in Nevada. It was founded in partnership with the U.S. Institute Against Human Trafficking (USIAHT).

While sex trafficking occurs nationwide, it is the intent to first focus on the state of Nevada to put better prevention, care, and enforcement in place. Once the data shows that it’s working, the plan is to launch this action plan and awareness into other states around the nation.

Paper Jacket was contacted by Kids Not For Sale to build the brand, the messaging, and begin launching multiple campaigns to gain traction and attention to put forth a stronger effort to protect children from sexual abuse. 

Our Answer

The Brand

We knew that this brand needed to be edgy. This brand didn’t just represent an organization – but also a movement.  

With this in mind, we made sure the darkness surrounding the subject was identified right away. We made the statement “Kids Not For Sale” as bold as possible. We made sure that anyone who saw it automatically “got it.” The mission was accomplished very well after a heavy amount of responses by law enforcement, government officials, and large business – including the Las Vegas Airport – to parter with Kids Not For Sale and put a heavier focus on preventing sex trafficking of adults and children.

The Website

The website was launched to accomplish the following:

• Gain trust/legitimacy of the organization & movement.

• To fully explain the mission of the organization and what action steps to take if you agree.

• Showing how to take action, such as donating, following, downloading resources to spread the mission and awareness, or becoming educated through the provided resources.

The Kids Not For Sale website was launched to be the true starting point for action. All of our ads, campaigns, and efforts led to the website where we wanted to viewer to choose how they wanted to become involved…but challenging them to do something if they truly agreed with the mission that “Kids Are Not For Sale.” 

Video Marketing

As we’ve always said at Paper Jacket: “If Content is king, then video is Thor.”


We knew that our messaging was primarily going to be used through social media content. So we decided that our main platform of choice would be Instagram and YouTube. 

As a result, we provided our video package to put out tons of information after a few days of interviewing multiple team members of Kids Not For Sale, law enforcement officers, juvenile assistance associates, other organization leaders, and government officials – including the Attorney General of Nevada.

Using the organic success of reels, we launched both short-form and long-form video content to share educational insights as to what happens to children who have been sex trafficked, how the state has or has not handled sex trafficking, what changes are needed in the state, strategies around prevention, etc. 

Check out just a few below:

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