The Canadian Centre for Child Protection (CCCP) reports an 89% increase in the past two years in online sextortion cases among teenage boys, prompting the CCCP to develop Canada’s first awareness and prevention campaign for boys, launching on May 23.
The Don’t Get Sextorted, Send a Naked Mole Rat campaign breaks down communication barriers with a character that uses humour and innuendo to appeal to teenage boys; capture their attention; and make it easier to talk about sextortion. The naked mole rat character is also portrayed in memes that can be sent as a prankster-style alternative, to those asking for nudes online. It gives boys an easy “way out” of a potential sextortion situation.
Integrated advertisement created by No Fixed Address, Canada for The Canadian Centre for Child Protection, within the category: Public Interest, NGO.
Creative Directors: Shawn James, Dhaval Bhatt
Art Directors: Daniela Angelucci, Randy DeMelo, Shawn James
Copywriters: Andrew Rizzi, Cole Rosenberg, Dhaval Bhatt
Producer: Brie Gowans
Director: Jesse Senko / Nimble Content
Editor: Leo Zaharatos / Married to Giants
Online: James Andrews / Wingman
Colour: Clinton Homuph / Alter Ego
Audio: Ted Rosnick / Vapor / RMW
Illustration: Joseph Nadolyn
Developer: Craig MacKenzie
Account Management: Rebecca Ho, Gillian Craig
Strategy: Rachel Lai, Sabrina Kandasamy
Paid Media: True Media
PR: Neat PR