In 2003, Ketchum worked with US Department of Health and Human Services (HHS) to develop a public awareness campaign on human trafficking...“Rescue and Restore Victims of Human Trafficking”, designed to humanise and localise the issue through the use of real stories...The vulnerable nature of many of these people meant that additional care and new guidelines needed to be developed to ensure that the publicity did not impede their recovery process and in some cases put them in any danger...The training programme is now considered the new minimum standard for ethical behaviour for the industry...