The Body Shop and Agenzija Appogg have teamed up in a campaign against human trafficking for sexual exploitation – one of the most lucrative criminal industries worldwide.

Simone Mizzi, Director of The Body Shop Malta, addressed a press conference at The Body Shop at the Plaza in Sliema yesterday, saying that a report of the United Nations Office on Drugs and Crime, the most common form of human trafficking (79 per cent) is sexual exploitation.

CEO of the Foundation for Social Welfare Services Sina Bugeja, and Commissioner for Children Carmen Zammit, spoke about the importance of collaboration between the authorities when dealing with sex trafficking, particularly since a lot of cases probably go unreported.

The international Body Shop campaign, “Stop Sex Trafficking of Children and Young People”, is the biggest campaign of its kind, offering the public the chance to get involved.

By purchasing the “Soft Hands, Kind Heart” hand cream from The Body Shop, customers will be supporting Agenzija Appogg, since e1 from the sale of each product will be donated directly to the agency.

These funds will help Appogg strengthen its training and support services given to vulnerable children and young adults, and to assist it in dissemination information about sex trafficking.

The hand cream was created specially for this campaign. It is a protective cream that leaves hands feeling soft, smooth and supple with a light, yet richly moisturising lotion with a refreshing fragrance.

Appogg is the national social welfare agency for children, families and communities in need, and it offers more than 25 specialised services in the field.

Reports about suspected human trafficking can be reported to the police or to supportline 179.

This is not the first time The Body Shop has teamed up with Appogg. Between 2005 and 2008, The Body Shop stores raised about e3,000 in a similar campaign. The funds were donated to Appogg in aid of women’s shelters.

The use of children as commodities to be bought, sold, transported and resold for sexual exploitation, prostitution, pornography and forced marriage, was described by Dame Anita Roddick, founder of The Body Shop as a “modern-day slave trade”, just three days before her death in 2007.

Her passion is what has led directly to The Body Shop launching a global campaign, aimed at bringing about Anita’s vision of empowering people to end this global human rights abuse.

Worldwide, almost 20 per cent of all trafficking victims are children. However, in some parts of Africa and the Mekong region, children are the majority (up to 100 per cent in parts of West Africa).

It is estimated that 1.8 million children are trafficked for sex in virtually every country, and some of the children are as young as five years old.