JASMINE STRONG
In late 2018, we launched www.IAmJasmineStrong.com, a youth-to-youth website and animation that supports youth in the Bay Area in learning about sexual exploitation, connecting with resources, and knowing they are not alone. Born in response to focus groups where youth survivors of trafficking sought education through social media and their phones, the youth-focused website — and corresponding social media channels — has materials and resources designed with survivor and youth input, including teen-friendly educational tools and resources, stories from survivors, and materials for allies. The animated heroine, Jasmine Strong, bravely steps into her power after being exploited by someone she loved.
Learning about the need
During Freedom Forward’s focus groups with youth who had experienced exploitation, we heard that they wanted more resources through social media, and they shared that many trafficking campaigns don’t resonate with their experiences and can be disempowering. Research suggests that 55% of survivors met their trafficker online and 69% had access to social media while being trafficked. Freedom Forward wants to put the power of technology back into the hands of youth.
Developing content
Freedom Forward hired seven youth consultants to develop campaign content, including tips, suggestions, stories, and resources from their own lives. Collectively, these youth consultants had experienced homelessness, the juvenile justice system, the foster care system, sex trafficking, commercial sexual exploitation, and the street economy. They had overcome tremendous odds; and they were committed to helping other youth step into their power.
Seeing Jasmine for her power
Prior to launching the full website and corresponding campaign, Freedom Forward launched WhosTheGirl.com with a set of ads around the Bay Area that were generously donated by Clear Channel Outdoors. For four months, Jasmine appeared in a power pose on bright, glowing posters around the Bay Area (with no information on Freedom Forward or trafficking), inviting passersby to cast their vote on who she is at whosthegirl.com. Freedom Forward’s aim to pique curiosity and plant early seeds to break stereotypes and position girls as strong agents of their lives. More than 4,500 people in the Bay Area were intrigued — who was this powerful young woman? Their top answer: “The superhero we need right now.” A few examples of who observers saw in the young woman included:
“Me and any girl who has overcome adversity, navigated through pain, and humbled herself to rise once again.”
“She is ... everything a little girl can look up to, someone fierce and not afraid. Someone that can be anything with no boundaries!”
“‘Girl embodies love, compassion and empathy. We need more nurturing and caring in our community (local, global and everything in between!)”
“She’s smarter than anyone I know, and she knows how to help me talk through any problem, personal or professional.”
“She is me, all female identifying women, and all gender non-confirming women who deserve a voice and equity in this”
“She’s who I want to be, with the confidence to take on the world”
Jasmine’s impact
Since launching, the Jasmine video has been watched over 42,000 times, mostly through social media.
Jasmine is also helping us learn what our community is looking for online. The two most commonly searched for tips include:
“What to do if this guy who you met online really wants you to text him sexy photos of you...”
And, “what to do if your friend says her boyfriend is pressuring her into having sex with other people”
Interestingly, the most commonly searched for resources include “self care," followed by “food,” followed by “shelter.”
We hope you’ll utilize these free resources in your work and contact us to add to our resource list as we promote this to youth in our community.