CBC Launches Multi-Year Campaign to Fight Human Trafficking

Project NO RESTAwards and Top Ten lists are usually a good thing, but that isn’t the case when it comes to an issue plaguing North Carolina.  Capitol Broadcasting recently embarked upon a campaign to raise awareness about human trafficking and help its victims. Project NO REST launched in January 2017 and will continue through September 2018.

A Dubious Ranking
“We often want to be in the Top Ten of prestigious lists. Not on this list…North Carolina is indeed in the top 10 in the United States for human trafficking,” said WRAL-TV Vice President & General Manager Steve Hammel.  “That’s where Capitol Broadcasting Company hopes to help get North Carolina out of that Top Ten and greatly reduce human trafficking with Project NO REST.  We have the megaphone to try.”

Project NO REST is a multi-division effort at Capitol Broadcasting.  Public service announcements are airing on every CBC station and entity including FOX 50, WRAL-TV, WILM-TV, Sunrise Radio, MIX 101.5, 99.9 The Fan, CBC Digital Elements and the Durham Bulls.  Media will also be purchased outside CBC in Asheville, Charlotte, Greensboro and Greenville.

Project NO RESTThe Human Trafficking Outreach Campaign is part of a much larger project in partnership with The UNC Chapel Hill School of Social Work.  CBC’s role in the Human Trafficking Project is to blanket North Carolina with public service announcements that educate the general public and connect victims of human trafficking to service providers.  This initiative will teach the general public and connect victims of human trafficking is, how to spot it, and how to report it.

Making Project NO REST Happen
FOX 50 Director of Local Sales Niel Sollod and FOX 50 New Business Account Executive Liz Kline are heading up the effort for CBC.

The project took two years to bring to fruition, but key players stayed dedicated and put in the hard work to see Project NO REST come into being.

“We took a deep dive into researching human trafficking in North Carolina,” said Sollod.  “A multi-disciplinary team from advocacy organizations, academia and law enforcement helped us create messaging that we think will be relatable, authentic and impactful to victims and survivors.”

Trafficking involves forcing people against their will into any type of servitude-labor, or sex trade for example.

“Human trafficking is not something that only exists in third world countries,” explained Kline.  “It’s now in our neighborhoods, hotels, high schools, and on our farms.  We all have a lot to learn when it comes to human trafficking.  That is where Project NO REST comes into play.”

Steve Hammel

WRAL-TV’s Steve Hammel accepts an award for CBC’s work on Project NO REST on January 17, 2017.

Hoping An Award Will Become Obsolete
On January 17, 2017, WRAL-TV Vice President & General Manager Steve Hammel accepted an award at the Salvation Army of Wake County on behalf of the station.  Partners Against Trafficking Humans in North Carolina honored several organizations, including Capitol Broadcasting, for their efforts to help stop human trafficking.

“Thank you for recognizing Capitol Broadcasting for this award.  While we appreciate it – this is one award I wish we did not receive,” said Hammel.  “Because I wish human trafficking would not be occurring.”

WRAL-TV Anchor David Crabtree emceed the event and press conference held as part of Human Trafficking Awareness Month.

“Capitol Broadcasting is synonymous with Community,” said Kline about Project NO REST.  “What an honor to work in a place that stands for Community. Cause Marketing is truly a passion of mine and I am so grateful to work for a Company that allows me to do what I love.”

Launching an Outreach
Project NO REST also includes a dedicated website to help raise awareness and provide information to connect victim with resources for help:

Project NO REST“We are so pleased to play a part in this historic program for the state of North Carolina,” said Kline.  “What we have at our fingertips (TV, Radio, & Digital Media Outlets) will connect victims with service providers, educate the general public, and most importantly save lives in our state. Our primary role as a local broadcast company is to serve the general public of North Carolina. I can think of no greater way to serve our community than to partner with The UNC School of Social Work on Project NO REST.”

PSAs are no airing on all CBC stations.  Fourth Rule Films created the spots.  View them HERE.

“The work has just begun and we have a long way to go,” said Kline.  “Our hope it that by 2018 our state is better equipped to report human trafficking cases, care for trafficking victims, and that North Carolina has much LESS human trafficking activity than when our program began.”

Thanks to FOX 50’s Liz Kline and WRAL-TV’s Steve Hammel for contributions to this capcom story and for these capcom photos and graphics.

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