What was the campaign objective?
The Internet Watch Foundation partnered with Consider Creative to run a communications campaign to encourage teenagers, parents and educators to talk about the issue of sharing nude images and denormalise this behaviour.
How did it go about achieving this?
The campaign was co-created with a diverse range of young people and survivors of child sexual abuse and was designed to be remembered, while being sensitive to real trauma.
The creative idea involved a suite of sexualised fruits – bananas, peaches, lemons and more – pairing shock and humour with the tagline: “Think before you share.”
What was the result?
The campaign generated an extra 60 million impressions and 300,000 clicks, outperforming the previous year’s partnership between the two organisations.
It reached 1.7 million young people on TikTok and nearly a million teenagers on Snapchat. The campaign also reached one million parents on Meta platforms and secured more than 15,000 website visits.
The campaign period also saw 302 uses of IWF’s Report Remove tool, an online portal that helps young people take their images off the internet.
It also changed behaviour, with 89 per cent of the young people surveyed saying that, following the campaign, they would think before sharing images of themselves. More than 80 per cent of parents also said they would be more likely to discuss the issue with their children.
What did the judges say?
“An excellent campaign produced within a challenging and sensitive area of work. The campaign was co-produced with survivors of child sexual abuse, leading to a campaign that talks with children rather than at children.”
Highly commended
Home is Where the Hurt is, Refuge and Revolt