Internet Watch Foundation (IWF) partnered with the International Policing and Public Protection Research Institute (IPPPRI) to tackle the growing issue of ‘self-generated’ child sexual abuse material. Root worked alongside creative partner Consider to deliver the campaign.
Deliver a creative and impactful media strategy that engages under-18s, as well as their parents and guardians, to raise awareness of the risks of sharing explicit images online.
Across seven channels the campaign was an unqualified success. Highlights included an unprecedented 94% view-through rate (VTR) for skippable YouTube ads, and a 90% increase in traffic to the IWF site.
The campaign has since been shortlisted in the Disruptive Communications Category of the European Excellence Awards 2024.
To reach under-18s, we aligned with trending TikTok hashtags, popular content trends, and streams of popular video games such as Minecraft and Fortnite. Messaging and targeting were tailored to ensure each audience received content that resonated with their role in the conversation. All ads were served on a non-forced view basis to gauge genuine interest, with results significantly exceeding benchmarks.
