At first glance it was meant to look like a fashion ad, and it did in many ways.. But there was something unsettling about the pricetag. Did it really read "girl 16500 :-"? (Swedish Kronor). That detail made a few people take notice of these teasers.
There was a blond, a brunette and a young boy for sale on these posters - sadly I only managed to photograph the girls. Being an old ad cynic I knew where this teaser campaign was heading but I paid attention anyway, curious as to who the sender might be.
Turns out it was Lutherkyrkan (church of Luther) who put this campaign up. Every year a half million women and children are brought into the EU and trafficked into prostitution. Lutherhjälpen (Luther help) helps out with preventative work, therapy work and so on and can thus use your support. Those who read Swedish can read more here.
After about a week of tease the sender was revealed on all billboards, which in my humble opinion is the exact right amount of time to run a teaser these days.