In 2021 we had the privilege of partnering with The Community Against Sexual Harm (CASH) to make a meaningful impact on the lives of women in the Sacramento region. CASH, founded in 2008 by a dedicated group of community members, including Sacramento Police officers, women who had been in the sex trade, professors, Oak Park residents, and business district representatives, was created to combat the increase in prostitution activity and the ineffectiveness of arrests, recidivism, and imprisonment.
CASH’s Center for Women in Oak Park serves as a “safe and non-judgmental” space where women receive support, referrals, food, and access to primary care. The organization also provides information and education to the community about the serious causes and consequences of commercial sexual exploitation and peer-based mentoring and harm reduction services. In addition, CASH’s peer mentors also inspire hope by providing non-judgmental support to women through online and street-level outreach.
In partnering with community experts, our strategy was to create a visually impactful campaign placed in high-target traffic areas, like restrooms and businesses along Stockton Boulevard. The creative was meant to cut through the clutter of other advertisements found on liquor store windows, but also to be subtle in their visuals and messaging. Posters and strategic social media placements called to women in our target audience to reach out for non-judgmental support and assistance by talking to someone who understood their journey. 3fold’s goal was to communicate that these women had someone in their corner, that there was a place for them, and that CASH could help.
The challenge of the campaign was to inspire women to take that next step and reach out for help; this is where the posters and social media campaign would be necessary. Of course, we understand the barriers and competition in the sex-trade industry, such as economic, social, and psychological factors. Still, with a compelling message and graphics, we wanted to motivate these women to make the decision.
Our campaign was called “Within You” and spoke to how, along the way, women can lose themselves. They may have forgotten who they were and what they were capable of after years of oppression and exploitation. Our goal was to position CASH as the change agents who could help them rediscover the pieces of themselves they had lost.