Project Backpage: Using Text Messaging to Initiate Outreach Support for Victims of Human Trafficking and Sexual Exploitation

The sex industry occurs in many venues, ranging from the highly visible survival sex trade on the street to venues such as regulated massage parlors and strip clubs, to less visible escort agencies making use of hotel venues, and the highly invisible exploitation that occurs through trick pads and microbrothels operating out of homes, apartments, or condos. In many communities, outreach efforts have focused primarily on direct face-to-face contact with individuals in the survival sex trade. However, in recent years, there has been a marked decrease in the street survival sex trade as the use of the Internet to buy and sell sites has become widespread. In this article, we describe the design and outcome of a multiphase community-university collaboration in Edmonton, Canada, to explore the use of Short Message Service (SMS) text messaging to initiate outreach with individuals advertising on the adult services section of the Web site Backpage.com. The article describes the impetus behind the project, the project goals and design, as well as results thus far. We also reflect on the results and present a set of emerging best practices, including the contribution of two-way text-based interaction for establishing trust between outreach organizations and the individuals seeking support. Overall, results from the project provide evidence to show that SMS is a cost-effective and important complementary communication strategy for outreach organizations seeking to initiate outreach to victims of human trafficking and sexual exploitation.