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.




views of the campaign assets on social media and Twitch


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


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