The charity will offer trafficked women a safe place to live, skills training, and job opportunities through small businesses.
It is named for ‘Ella’ a woman who was trafficked to London’s sex industry. When she managed to leave the industry there was no support and nowhere for her to go, says WMH.
The consultancy says it has based the Ella’s Home identity on a key, which ‘symbolises a safe place’, and the strapline ‘opening doors for trafficked women’.
WMH has also created a campaign for Ella’s home, working with student copywriter Sarah Mita.
The copy and tone is based on the fact that ‘Ella’ and other trafficked women are all someone’s daughter, and play on the love that parents have for their children.
The consultancy says, ‘We wrote copy that takes that close relationship and puts a sting in the tail – “She was always our little cupcake, now she is sold like one”.’
WMH adds, ‘We wanted to avoid the cliché of charity advertising showing depressing imagery. The posters look simple and innocent but hide a strong punch in the copyline.’
The posters were designed and illustrated by Rachel Price at WMH and art-directed by Garrick Hamm and Guy Lambert.