Brains on Fire

Love 146

Igniting a Movement to End Child Sex Slavery

Backdrop

The organization, Justice for Children International, worked towards the abolition of child sex trafficking and exploitation through prevention and aftercare. Their problem? A not-for-profit organization in Texas (different mission) was using the same name and the confusion prompted the need.

Purpose

• Create a powerful, memorable name that would start a conversation
• Ignite a movement to wipe child sex slavery off the face of the planet
• Raise capital from public and private sectors

Action

The first time we ever sat down with the founders of the organization, we asked, “Why are you doing this?” Rob Morris told us a story. A story so powerful and passionate that everyone in the room had an immediate reaction. With his first-hand account, we discovered the name and direction for his cause. And after talking with Rob's supporters and donors and surveying the landscape littered with organizations all looking for the same donations, we held up a mirror to this cause and reflected back what the world already saw: the story of a little girl who had a tattered tag pinned to her little red dress. That number? 146.

Success

• Quote from the Executive Director, Rob Morris: “We are daily discovering the genius behind the Love146 name and ‘brand’ you unearthed for us. I remember you addressing our initial concerns of the obscurity of a name like Love146. You said it will create intrigue and force the story... ‘her story’ to be told. Well... it’s happening.”
• A Church in Long Island, New York was just given a winning 3 million dollar lottery ticket by a member of their congregation. The Church is donating $200,000 of it to Love146. This made big news, so the Pastor has been on Good Morning America and The Early Show talking about Love146. Great awareness!
• The owner of a Porsche racing team is giving Love146 the opportunity to design a Love146 Porsche race car to wrap for the upcoming Lemans in California as well as the 24 hour Daytona race in January. This will be broadcast on NBC.
• Baume and Mercier, the luxury watch company, has become a corporate sponsor and is creating a photo exhibit. They hired a Pulitzer prize winning photographer to travel to southeast Asia to create the project inspired by work from Love146, which will feature stories of hope and restoration.
• The band Paramore has adopted the cause by making their audience aware of Love146 on their tours and encouraging donations. They wear the Love146 patch on their clothes and instruments in concert, like when they played the MTV Music Awards.