| Title | STOPCHILDPORNO FILTER |
| Brand | CHILD FOCUS |
| Product/Service | EUROPEAN CENTER FOR MISSING AND SEXUALLY EXPLOITED CHILDREN |
| Category |
B03. Use of Other Digital Platforms |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Media Agency
|
MEDIACOM Brussels, BELGIUM
|
Credits
| Jentina Van Eynde |
These Days |
Account Manager |
| Kate Bellefroid |
These Days |
Art Director |
| Jolien Tuyteleers |
These Days |
Concept copywriter |
| Pieter Staes |
These Days |
Associate Creative Director |
| Manuel Ostyn |
These Days |
Associate Creative Director |
| Kelly Catteeuw |
These Days |
Graphic Designer |
| Katleen De Vlieger |
These Days |
Strategic Planner |
| Tallita Ortiz de la Torre |
These Days |
Strategic Planner |
| Sam Serrien |
These Days |
Innovation/Creative Technology Director |
| Peter Clijsters |
These Days |
Head of Production |
| Lieven Eulaers |
These Days |
Online Producer |
| Stijn Janssens |
These Days |
Solution Architect |
| Dirk Depover |
Child Focus |
Directeur Communication |
| Maryse Rolland |
Child Focus |
Responsable Com./Porte parole |
| Yasmin Van Damme |
Child Focus |
Analyst |
Brief Explanation
The objective was to raise awareness about child pornography and child sexual abuse on the internet.
The only way Child Focus can fight against child Pornography is by increasing the number of reported cases by internet users who bump into child pornography while surfing the internet.
The problem is that when people come across it they panic and immediately close their browser. This behavior causes the loss of valuable leads to fight the child pornography on the internet. If you want to help Child Focus to permanently erase child pornography from the internet, you have to report it.
Results and Effectiveness
45% click through rate
36% installed the browser button and became part of the human filter
social reach of +1.816.000
3.758.315 media impressions
Creative Execution
We launched the filter as a regular new product with print ads and online banners. To support the launch of our ‘too good to be true’ filter we supported our traditional campaign with an extensive on- and offline PR plan. Quickly spreading the news.
After the campaign was spread a press conference was held explaining to the nation that to get a real filter everyone had to install the report button, thus creating a nation wide human filter.
Insights, Strategy and the Idea
To draw the attention of the Belgian population we spread a ‘fake’ news in the press and online about a filter that automatically removes child sexual abuse material while you surf.
Once people downloaded the filter, they got the news that the filter proved too good to be true but that they can help by reporting. We created a widget to ease the reporting, by installing the button in your browser you can report with only one click. Creating a nation wide human filter.