BACKGROUND

For many years the Belgian organization Child Focus has been fighting against the spread of child sexual abuse images online. Recently Child Focus obtained a mandate to investigate the reported cases. But we needed to increase the number of reported cases.

THE PURPOSE

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.

THE IDEA IN SHORT

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. 

SOLUTION

We created a widget to ease the reporting. By installing this browser button people can report child pornography anonymously with only one click. The browser button immediately censors the offending content for the viewer and connects to the official form.

RESULTS

• 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