In 2016, when the Orange County Transportation Authority (OCTA) requested that we developed a campaign to raise awareness for human trafficking. We responded with the BE THE ONE campaign and logo. It revolved around the fact that buses and bus transit centers have seen human trafficking activity, and that it only takes one person to put the wheels in motion to help a human trafficking victim escape their abuser. We wanted OC Bus riders to be proactive and be more observant and report suspicious activity or people to the driver. The BE THE ONE campaign was been endorsed and used by the OC Human Trafficking Task Force and continues to be used to raise awareness of the issue. Most photography was shot specifically for the campaign and based on victim profiles.

Campaign elements include bus wraps, exterior and interior bus advertising, website, social media campaign, video and victim interviews.