For two decades, counter-trafficking organizations have been operating under the assumption that rural populations are less informed about human trafficking. Based on a public survey of 300 people in Moldova, I found that anti-trafficking organizations operating in Moldova have flawed assumptions about the public knowledge. Findings show that rural people are, in fact, more knowledgeable about human trafficking than other surveyed groups. In-depth interviews revealed that these people are more informed than others because (1) anti-trafficking organizations mainly have targeted them, (2) they are more likely to know families who have lost members to the traffickers, (3) they tend to think of themselves more likely to be trafficked because they share the same characteristics with the trafficked victims. These findings suggest that counter-trafficking organizations have to revise their anti-trafficking efforts and re-conceptualize the targeted population for their work to be more efficient in tackling this problem.