Title	STOPCHILDPORNO FILTER
Brand	CHILD FOCUS
Product/Service	EUROPEAN CENTER FOR MISSING AND SEXUALLY EXPLOITED CHILDREN
Category	C02. Use of Social in a PR campaign
Entrant Company	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Advertising Agency	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Media Agency	MEDIACOM Brussels, BELGIUM

Name	Company	Position
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

The Campaign

Child Focus wants to stop Child sexual abuse images online. The first step in the fight against child pornography is detecting the offending material online. Child Focus has obtained a mandate to investigate the reported cases. With the campaign they want to increase the number of reported cases in order to investigate and to help the victims. Besides that it’s also important to raise awareness, child pornography isn’t porno but child sexual abuse. We need the attention of the entire population. We spread the news that Child Focus developed a filter that detects and removes images of sexual child abuse while you surf. Thanks to an ambitious PR plan that required the help of several journalists and influentials we managed to let the story live both on social and traditional media. Once people downloaded the filter, it did not go as expected. They got the news that the impressive filter proved too good to be true. Today’s technology doesn’t allow us to develop an automatic StopChildPorno Filter. But that doesn’t mean that the fight against child pornography ends there. We convinced people that they are the filter. Their eyes work better than any computer program. We support them to not click away if they accidentally come across child pornography but instead to report it immediately. We created a button in your browser, so that in only one click you can send all the information about the offending website to the authorities while immediately censoring the website for the viewer.

The Brief

Child Focus wants to draw the attention to the problem and tell people how they can cooperate in the battle against child sexual abuse images online. We want to touch the people and raise awareness because it’s important that people realize that child pornography is no porno but child sexual abuse. And that although well hidden it’s still present on the Internet. Child Focus hopes to increase the number of reported cases in order to investigate and to remove the images from the Internet.

Execution

We planned the launch of the campaign with news articles spreading the articles ‘fake’ news of the filter. The same day a large group of online influentials from artists and actors to politicians and journalists started spreading the news online. This extensive PR plan was supported with regular ads both on and offline. 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.

social reach of +1.816.000 3.758.315 media impressions 45% click through rate 36% installed the browser button and became part of the human filter

The Strategy

Everyone wants to join the fight against child pornography, we need to tell people how they can help us. Everyone has to pay attention and report immediately if they ever come across child sexual abuse material. It is a natural reaction to click away but we would like to point out that clicking away does not make it go away. Every lead helps. To draw the attention of the Belgian population we spread a ‘fake’ news in the press about a filter that automatically removes child sexual abuse material while you surf. We convinced influential and journalists to share our message. Once people downloaded the filter, they got the news that the filter proved too good to be true but that they can help us by reporting. We created a widget to ease the reporting, by installing the button in your browser you can report with only one click. To ease the mind of regular porn viewers we even included an option to make the report anonymous.