A new province-wide campaign is turning Ontario highways into a frontline defence against human trafficking, as survivors, truckers and major highway service operators join forces to raise awareness during the busy summer travel season.
The initiative, known as “ONroute to Freedom,” is being launched through a partnership involving Timea’s Cause, the Women’s Trucking Federation of Canada and Ontario’s ONroute network.
The campaign will feature awareness posters at 10 major ONroute locations across Ontario highways, along with anti-trafficking messages displayed on wrapped semi-trailers travelling across Canada and the United States.
Organizers say the goal is not only to educate the public about human trafficking, but also to reach victims who may not even realize they are being exploited.
Ontario Remains Canada’s Largest Human Trafficking Hub
According to Statistics Canada data cited by organizers, Ontario accounts for nearly 58 per cent of all reported human trafficking incidents nationwide between 2014 and 2024.
Major hotspots include the Greater Toronto Area, Ottawa, London and Thunder Bay.
Human trafficking survivor Timea Nagy said many victims are manipulated through false promises made online or through abusive relationships, and often do not understand they are being trafficked until law enforcement intervenes.
“Not one victim I’ve ever worked with knew they were being trafficked,” Nagy said, explaining that traffickers often use dating apps, social media and emotional manipulation to lure victims.
Truckers Turn Trailers Into ‘Mobile Billboards’
The campaign’s visibility strategy heavily relies on Canada’s trucking industry.
Shelly Walker said approximately 30 transport trucks are already carrying anti-trafficking messaging across highways.
The trailers feature QR codes and awareness materials encouraging victims or witnesses to seek help discreetly.
Walker said truck drivers frequently witness suspicious situations at truck stops, rest areas and service stations.
“Everybody sees them, everybody has stopped behind a truck at some point with a victim inside,” Walker said.
She also highlighted how many trafficking victims are unfairly dismissed or stereotyped.
“The sad majority of thinking around them is that they are all prostitutes — it’s not the case,” she said, noting some victims are as young as 12 years old.
Summer Travel Season Raises Concerns
Organizers say the summer travel season creates ideal conditions for traffickers due to increased tourism, festivals, concerts and sporting events across Ontario.
While some traffickers operate inside large urban centres like Toronto, others deliberately move operations to smaller communities such as Kingston, Barrie and London, where hotel costs are lower and police presence may be less concentrated.
Nagy said Ontario’s highway network makes ONroute locations especially important because traffickers frequently move victims between cities.
According to organizers, some ONroute service centres can see millions of visitors annually, particularly during the summer months.
Cross-Border Concerns Continue
Walker said trafficking activity also continues along Canada-U.S. transportation corridors.
“Just in seven days of being on the highway, coming and going between Canada and the U.S., I’ll see at least 12 girls in that one week,” she said.
The Women’s Trucking Federation hopes to expand the awareness initiative beyond Ontario by partnering with trucking groups across Canada and the United States.
Organizers acknowledge the campaign is only one step in addressing a much larger issue, but say increased public awareness can help victims identify abuse earlier and encourage witnesses to report suspicious behaviour.
“This is going to take moving a mountain to get rid of this in a meaningful way,” Walker said.