The Malouf Foundation, the charitable arm of the premium mattress company, Malouf, has been giving sleep back to those who need it for years. But when they launched the OnWatch campaign in July 2018, they made an impact like they never had before. “The first time someone learns that 2 million children live as sex slaves worldwide, they are shocked,” says Malouf president and CEO, Sam Malouf. And the OnWatch Campaign Team has made fighting child sex trafficking their flagship cause.
With access to more than 12,000 retail partners across twenty countries, the Malouf Foundation produced and published a series of ten training videos on their website to educate visitors on the physical, emotional, and behavioral signs of sex trafficking. However, their campaign involved more than watching training videos. 6,000 Forging Freedom event invitations were postmarked, over 10,000 inboxes received an email campaign, a permanent email signature was attached to over 300 company accounts, a landing page received more than 1,500 visitors, and a gallery-inspired event featured 18 floor-to-ceiling banners along with a pledge wall. The inspiring Forging Freedom event hosted over 200 industry partners and resulted in eighteen published reports reaching a total readership of 962,900 people.
