And it worked!
Here’s an edited excerpt from an article:
McCann Created an Escort Service That Had a Macabre Surprise for Anyone Who Tried It
By Angela Natividad
(September 26, 2016)
The French organization Le Mouvement du Nid launched its own escort website, with help from McCann Paris.
At first glance, Girls of Paradise looks like a basic escort service. You can check out profiles and pictures, and opt to chat or call the women you’re interested in before arranging a date.
The reveal is made when clients initiate a chat or a phone call. They’re shown photos of the woman, beat up and bloody, or simply told that she isn’t available tonight because she was killed in a manner most grisly.
The site’s goal is to show clients that, by financing the industry, they’re accomplices in the violence these women face. That’s easy to forget behind a computer screen—until you start engaging the girls themselves: True to its name (if you believe in an afterlife, anyway), each woman featured in Girls of Paradise is already dead. In the case study video, you can actually hear the reaction of one potential client, who’s only able to say “NO!” while a voice calmly explains that the girl he wanted was found dead in her apartment with 53 stab wounds.
Prostitution has always been fraught with the risk of violence. Today the internet providing broader scope and anonymity it makes it harder to see its victims.
The ‘net’ has made many crimes a lot murkier, it’s also made it far easier for nonprofit organizations to get their messages out there in ways as impactful as any big-budget brand. Le Mouvement du Nid believes the campaign woke France’s moral indignation—on April 6, the country made paying for sex illegal.