Partnership for Good

Putting awareness in the path of travelers.

Through its Partnership for Good initiative, Johnson & Johnson joined forces with American Express Global Business Travel and EPCAT International to enlist business travelers in the fight against human trafficking. The group asked JK to create a video for Amex’s travel platform to be shown to J&J employees when they booked international work travel, turning a routine task into a chance for travelers to recognize the signs of human trafficking and how to respond.

Services

Creative direction Copywriting & design Storyboarding Custom illustration Motion design & animation Voiceover direction Video production

Striking a delicate balance.

Our research revealed a key truth: if the message felt too heavy, travelers would tune out. To reach them, we had to present the facts with honesty and weight, but in a way that made the subject approachable — and left people feeling ready to act, not helpless.

Approachable style

Serious enough to be remembered, but crafted to keep viewers watching.

Compelling storytelling

A clear script and flow that made complex information easy to absorb.

Animation as a safe space.

We chose animation over live action to give viewers the space to focus on the message with clarity and empathy. This approach let us show the subtle signs of a person in distress without imagery that might overwhelm viewers or cause them to disengage.

Awareness in action

A resource designed to empower travelers with tools to help.

Awareness built into the journey.

The video appeared where it could do real good: immediately after J&J employees booked trips on Amex’s travel platform, when they were engaged and thinking about their upcoming plans.

Empowering travelers against trafficking.

The result was a video that reframed travel as more than a destination. It gave employees the awareness to spot the signs of trafficking, the confidence to trust their instincts, and the tools to respond safely.

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