(This version is also in Danish - follow this link)
Kim Diya is a victim of trafficking. Filipino and poor, she was promised a job as a singer in Singapore to help support her family, but when she arrived, her passport was taken away and she was put to “work” as a forced prostitute. Kim Diya is a fictional character – but she might as well be real. Her story is the story of an annual 250,000 women and children in Asia who are trafficked for sex.
Kim Diya’s story is part of the trafficking awareness campaign TrickedIn. The campaign uses LinkedIn as its primary platform – and the concept is clever. LinkedIn is a male-dominated network, which, unlike Facebook, has yet to be flooded with brand updates and awareness campaigns. I haven’t seen another LinkedIn campaign like it, and though it can seem controversial, I think it works.
Kim Diya’s LinkedIn profile is well made.
Kim’s fate is described in a lingo familiar to any LinkedIn user. That, in part, is what makes this campaign genius. This is her “career” – and her devastating lack of choice and opportunity is highlighted when juxtaposed with our own hopes for a new job, a better career, a brighter future. Seeing her there among all the other hopeful candidates putting their best professional foot forward is shocking – but perhaps necessary.
I was captivated by the sober, business-like horror of her profile – as well as by the campaign’s state-of-the-art aesthetics citing pop culture in a thought provoking way. The campaign logo, for example, references the opening credits from the critically acclaimed TV-series Mad Men - without further reference.
Overall, the campaign site is beautifully and intuitively built and includes feature videos, case stories, and facts illuminating the gut-wrenching reality of trafficked women and children. And again, using LinkedIn as an access point for the campaign really is a stroke of genius. LinkedIn is a professional network dominated by relatively deep-pocketed male members – the campaign aims straight and true for its target audience. But as of today, Kim only has 91 linkups. I’ll be number 92.
Will people have the guts to link up with a character like Kim? What if the gesture is misunderstood? “What will my network think?” Well, what will they think? Share the campaign site with your network to avoid any misunderstandings and let’s get the debate going. Trafficking thrives on silence – so let’s talk!
Have you linked to Kim Diya yet – www.linkedin.com/in/kimdiya?