Boomtown Launches NFT Campaign Against Human Trafficking

South African advertising and marketing communications group, Boomtown, used NFTs to raise awareness of human trafficking.

Image Provided: The Impossible Series is intended to raise awareness and fundraise against human trafficking

The campaign also aims to raise funds for A21, a global organization working to end human trafficking and slavery.

Led by agency creative lead Meagan Viljoen, a team consisting of Jamie Moss, Mike Coetzer, Jesse Sharkie, Sukesh Moodaley, Caitlin Morgan, Nande Gubevu, Jean du Toit and Asiphumeze Nkula created a campaign that was online on Rarible of Ethereum as a collection called The Impossible Series.

Viljoen said, “Much of what is available for purchase as NFTs on Rarible is grouped into collections – Bored Ape Yacht Club, Ragnarok and The Creature World, for example. And much of what is expressed in these collections are individual characters and people.

“So by buying the NFT, you could say you’re buying someone online,” Viljoen continued. “Of course, this is really just a one-person image, but Boomtown saw this as an opportunity to send an impactful message. We believed that the world’s current fascination with blockchain, the technology that enables the phenomenon of NFTs, could help us end human trafficking.”

The Boomtown campaign includes a limited edition NFT series of characters unique to Rarible. The brief description of the collection explains how many people are trafficked each year, how human trafficking can happen, what A21 is doing to combat this form of slavery and what the image is not to sell but looking for a donation.

The campaign also includes a social media element to direct people to the Rarible site to view the images and donate. This incorporates a series of digital audio stories written to capture the heartbreaking moments leading up to abduction and human trafficking to create the greatest impact possible.

Sustain The Impossible Seriesdonors will need to buy Ethereum on Luno, upload it to their Metmask accounts, and “bid” on Rarible.

“By showing the characters in the collection blindfolded and giving them a name7, they represent the heartbreaking truth of human trafficking,” Viljoen said. “That many women, men and children are unknowingly cared for online or in person through fake relationships or work opportunities and sold for less than the price of an NFT.”


“We hope that, through its presence on Rarible and through the social media campaign that supports it, we can not only raise funds for A21, but also notify those who visit the collection – out of curiosity or to donate – how traffickers operate, so be on your guard,” Viljoen said.

“Human trafficking is the exploitation of vulnerable people for their bodies and jobs. By force, fraud and coercion, people everywhere are being bought and sold against their will – right now in the 21st century,” added A21 South Africa Prevention and Outreach Coordinator, Cornel Viljoen. “But slavery is easier to stop than ever. And that’s why we are here, coming together around the world and doing the work together. Although it has its origins in South Africa, this campaign will be waged globally by sharing posts on social media.

The Impossible Series will be “auctioned” for an extended period, after which artists from around the world will be approached to contribute by creating their own Unownable characters.

About Jessica J. Bass

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