The brief

To educate and empower young men to report indecent images of children they might stumble across when browsing online

How we made positive change

We created a character called ‘Sock’ who reassures and guides our audience on how to report any sexual images or videos of under 18s they might stumble across by accident. We placed a simple reporting call to action at the heart of our messaging. Using a humorous, light-hearted tone engaged our audience and resulted in high engagement on social channels.

Impact

 

7m+

views of the campaign assets on social media and Twitch

240,000

clicks through to the IWF’s campaign page to find out more

19%

increase in publicly received reports by the IWF (compared to same period in 2018)