More than half of the estimated 2.5 million persons trafficked in the world come from developing countries in Asia and the Pacific.
In the last 20 years, more than 400,000 women and children have been trafficked from Vietnam alone.
In response, Australia has partnered with MTV EXIT (End Exploitation and Trafficking) to increase awareness and prevent human trafficking in South East Asia, including in Vietnam.
MTV EXIT is the world's largest anti-trafficking awareness campaign and aims to increase awareness about trafficking, protect young people from being trafficked and change attitudes towards victims.
The campaign targets young people through multimedia content, such as free live concerts, public service announcements, music videos, online content and celebrity presented documentaries.
The campaign has reached 70 million people in Asia through broadcasting programs, documentaries and concerts. Half a million people have attended 26 live concerts across Asia.
In 2010, Australia supported MTV EXIT's campaign in Vietnam which held four free concerts in Can Tho, Ha Long Bay, Hanoi and Ho Chi Minh City. More than 80,000 people attended the concerts which starred local and international artists, including Australia's Kate Miller Heidke.
Anti-trafficking organisations handed out key information about trafficking throughout the concert and videos on victims of trafficking were screened.
Following the concert, MTV EXIT broadcast a taping of the concert, and the documentary Traffic on several television stations in Vietnam to reach a larger audience.
Evaluations of the campaign have proved that it was successful in changing knowledge, attitudes and behaviours towards human trafficking.
One in two people attending the Hanoi concert spoke to someone about human trafficking after the concert. More than four in five people who attended in Can Tho spoke with family and friends about trafficking issues afterwards.
The campaign also boosted positive attitudes in relation to accepting victims back into the community, being more empathetic towards victims, and recognising that victims are forced. In Can Tho, there was a threefold increase in the number of people who would accept victims back into the community – from less than 20 per cent to more than 70 per cent.
The campaign reduced the number of youth at risk of being trafficked. After the Hanoi concert, the number of youth at high risk of being trafficked fell from 17 to just one per cent. In Can Tho, more than one in three people (38 per cent) were considered high risk of being trafficked, but this decreased to 5 per cent after the concert.
The campaign has shown that in places like Vietnam, where some 50 million people are under 30, targeted and sophisticated media messages can make a difference in saving lives, building knowledge and changing attitudes.
MTV EXIT, with Australia's support, will return to Vietnam this year with more concerts and a new documentary Enslaved exposing the trafficking chain journey from recruitment to rescue.
Support is provided through AusAID's regional anti-trafficking program.