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This spring marked the conclusion of our targeted prevention programme to disrupt one of Europe’s most entrenched trafficking routes: the recruitment of young Albanian men into forced labour and criminal exploitation in the UK.

Why? Because traffickers are targeting young men online and in rural communities, selling them a dream of fast money and a better life. When in reality, many end up trapped in cannabis farms, construction sites, and cycles of exploitation.


** The Issue
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For years, young Albanian men have been trafficked into forced labour and criminal activity in the UK, and the problem is only growing. Despite mounting evidence, law enforcement often spots the exploitation too late. Data from the Traffik Analysis Hub shows that 41% of Albanian victims are forced into drug cultivation, with 18% into construction, and 91% of all labour exploitation victims are male, mostly aged 18–34.

Social media platforms like TikTok, along with coercion from trusted contacts, are fuelling the pipeline. Vulnerable communities in northern Albania, marked by poverty and lack of opportunity, are primary targets. That’s why this campaign was urgent: to reach young people before traffickers do, give them the facts, and connect them to real support.


** Our Approach
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We joined forces with Staffordshire and the West Midlands Regional Organised Crime Unit, built a coalition of frontline partners across the UK and Albania, and launched a geo-targeted digital prevention campaign that landed directly on the phones of those most at risk.

At the heart of it: intelligence sharing. We analysed 121 anonymised cases from 7 NGOs, and ran in-depth conversations with people with lived experience, community leaders, and frontline professionals. These insights shaped every element, from the visuals and messaging to the targeting and tone.

We mirrored traffickers’ tactics, then flipped the narrative. Each post linked to a custom landing page and the STOP APP, giving people the tools to recognise exploitation and report it, safely and anonymously.

We didn’t do it alone. NGO partners in Albania were central to the campaign’s reach and impact, not only shaping content but providing critical support to those who needed help.

Insights from our team

For Lucrezia, who led the campaign, one thing was clear: real prevention starts with real connection.

It wasn’t enough to speak only to NGOs or law enforcement, we had to reach the community directly. This cross-sector view revealed something critical: each group saw different trafficking trends, but they weren’t speaking to each other. This campaign bridged that gap—giving us a fuller picture of the risks, and the reach to do something about it.
READ THE FULL IMPACT REPORT HERE ([link removed])


** Our Impact
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** What’s next?
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This campaign showed what’s possible when insight, partnership, and lived experience come together. But there’s more to do. With your support, we can scale what works, strengthen our networks, and keep reaching people before traffickers do.

TO SUPPORT MORE WORK LIKE THIS
DONATE HERE ([link removed])

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Copyright (C) 2025 STOP THE TRAFFIK. All rights reserved.
STOP THE TRAFFIK
1a Kennington Road
London, SE1 7QP
United Kingdom
Registered in England & Wales No.6657145

Registered Charity No.1127321
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