IWF & MCF
Positive Change is Serious Business.
We triggered a 19% increase in reports of indecent images of children by the public.
The details.
IWF & MCF
So Socking Simple
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 changeWe created an empathy-led campaign that would engage our audience and spark conversation about this hugely important issue. In collaboration with expert charities, we created a character called ‘Sock’ – a walking talking wank-sock - to reassure and guide our audience on how to report any sexual images or videos of under 18s they might stumble across online. We used a humorous, light-hearted tone to engage our audience on social channels, and placed a simple reporting call to action at the heart of our messaging.
What we delivered- 360 comms campaign
- Behaviour change
- Partnership marketing
Impact in numbers.
7m+
views of the campaign assets on social media and Twitch
240k
clicks through to the IWF’s campaign page to find out more
55%
of young men surveyed recognise the campaign
14%
increase in awareness of the IWF (from 8% to 22%)
