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This article is a case study that draws from three interrelated artifacts from research conducted in Mexico City: an interview with anti-sex trafficking activist Rosi Orozco, the visual rhetoric of iEmpathize, a transnational organization affiliated with the Orozco anti-trafficking network, and Orozco's 2011 book, Del Cielo al Infierno en un Día. I analyze these artifacts to critique how Orozco, one of the most powerful anti-sex trafficking activists in Mexico City, uses empathy as an affective tool for motivating action. In focusing on these particular artifacts, the objective is to show how empathy can circulate within neoliberal discourses of feeling that are steeped in heteronormative and racialized notions of gender and sexuality. Within sex trafficking discourse in what I refer to as post-NAFTA Mexico, empathy aids in the elision of "prostitution" with "trafficking" and creates visually identifiable "victims" that perpetuate the boom, not just in sex trafficking talk, but in the rescue industry as an economic and cultural force.