This study aims to systematically identify and review studies on anti-human trafficking campaigns published in peer-reviewed journals to determine the extent to which such campaigns have been critically and rigorously evaluated so as to guide future policies and practice in this area and to identify the main characteristics, problems, and challenges associated with the campaigns in the identified studies. This systematic literature review identified 16 studies that have assessed anti-human trafficking campaigns but found that none of these included outcome, process, or impact evaluations. As identified in our study, anti-human trafficking campaigns tend to rely on advertising techniques to target vulnerable groups and the wider public, with the primary aim of informing and educating. Further, a thematic analysis of the studies identified problems in eight areas that require attention in the future development of anti-human trafficking campaigns: stereotyping, compounding human trafficking with migration, conflating prostitution with human trafficking, sexualization/erotization of women, victimization, role of anti-human trafficking organizations, data shortcomings, and oversimplification of human trafficking. Studies presenting the results of evaluations of social marketing anti-human trafficking campaigns are urgently needed to show which social marketing tools work and to provide an evidence base for future campaigns.
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