Apart from thinking about bad things on the night of Halloween, nobody wants to think about bad things. Nobody wants to imagine that bad things could happen to their friends, or, let alone, to themselves. Sex slavery is one of the things people prefer not talking about, does not matter whether we are talking about a country of source for sex slaves (e.g., Ukraine) or a country of destination (the U.S.).
Who are the prospective victims of sex slavery? Young girls, 18-30 years old, looking for a job abroad, lacking education to find any well-paid job at home. Who are the clients? The buyers? Their age range is broad (15-90), they are usually married, and they usually expect having sex without a condom, with the sex slave complying to all their wishes in bed.
In her “Not for Sale” campaign, Ukrainian singer Ruslana sings to the girls of her country: “Don’t be tricked by lucrative job offers abroad!” By portraying horrible conditions sex slaves could end up living in, she wants the girls to be terrorized even by the thought of sex slavery. American Hollywood actors Demi Moore and Ashton Kutcher tell the prospective buyers of the sex slaves: “Common, you are way better than that…Be a real man! Protect young girls, Don’t use them for sex!” By creating an ironic look on pretty much every life situation, American campaign appeals to the sense of humor to get the public worried about sex slavery. The task of the American campaign is tricky, for it promotes the fight against sex slavery to the very audience who might want to exploit sex slaves. But, judging from the quantity of likes received by this comment: “Real Men can identify Isaiah Mustafa correctly,” as well as hundreds of thousands views of the campaigns videos, “Real Men Don’t Buy Girls” campaign’s choice of strategic advertising tools was great.