Anti Human Trafficking 2025

Launched during Human Trafficking Awareness Month in January 2025, NJ TRANSIT's Anti-Human Trafficking Campaign centered on a simple but powerful message: "Human Trafficking Isn't Always Easy to Spot." The campaign encouraged riders to remain vigilant, recognize potential warning signs, and report situations where someone may be at risk.
Developed through close collaboration with the NJ TRANSIT Police Department, the campaign required extensive cross-functional coordination to ensure the creative accurately reflected the realities of human trafficking while remaining approachable for a public audience. To reinforce the idea that trafficking can affect people of any age, ethnicity, or gender, the visuals utilized anonymous silhouetted figures rather than identifiable individuals. Custom typography further supported the concept, with the "i"s transformed into human figures and a hidden silhouette embedded within the "o" in "Spot"—a subtle visual cue that the signs of trafficking are often concealed in plain sight.
The campaign was deployed across NJ TRANSIT's network through station posters, bus, rail, and light rail advertising, digital displays, two fully wrapped buses, and a public pledge-signing event led by then-CEO Kevin Corbett. To maximize accessibility and reach, all campaign materials were produced in both English and Spanish.
Within its first 11 months, the campaign generated more than 70 million impressions, including nearly 33 million impressions during its first four weeks. The initiative earned national recognition with the 2025 Combating Human Trafficking in Transportation Impact Award and helped secure a $50,000 grant from the U.S. Department of Transportation to support continued awareness and prevention efforts.