ChildFund International, an organization protecting and supporting vulnerable kids, has rolled out #TakeItDown, a campaign created by social impact agency WRTHY. The campaign aims to build public support to pressure tech companies to proactively remove child sexual abuse content from their platforms.
Despite the fact that The National Center for Missing and Exploited Children’s CyberTipline receives more than 80,000 reports of suspected online child sexual exploitation daily, tech companies in the US are not required to proactively search for child sexual abuse imagery. While the companies are legally required to report child sexual abuse imagery once they’ve been made aware of it, there is no punishment for online platforms that don’t remove the content quickly.
WRTHY’s multimedia campaign features: a public service announcement; WRTHY’s first IP, the WRTHY widget, a one click public pressure tool that allows anyone to raise their voice and show policy makers that something needs to change to protect our kids; and a mini doc series featuring leading experts.
Directed by Noam Murro of Biscuit Filmworks, the PSA titled "Monster" shows a predator hiding in plain sight. We see his face as that of a monster as he lurks online, talking about how he can get away with pretending to be a nine-year-old girl, enabling him to befriend and connect with unsuspecting children. He concludes that with social media, it’s the best time ever to be a monster.
Lew Willig, executive creative director at WRTHY, said, “Hopefully, this campaign allows parents to take control and show their elected leaders and technology companies that they must do more to protect kids online.”
“Instead of being a place for learning, playing, and connecting with friends and family, the Internet has become a place rife with ways to exploit and abuse children. The #TakeItDown campaign is a first step in protecting children,” said Erin Kennedy, VP, external affairs and partnerships, ChildFund International. ”We want technology companies to recognize their responsibility. Profit should not come before the protection and well-being of children.”
CreditsClient ChildFund International Agency WRTHY Lew Willig, executive creative director; Mark Girand, creative director; Katie Harrison, Erin Thornton, Sheila Roche, co-founders, partners; Jenifer Willig, CEO, co-founder; Harry Lowell, Betsy Beale, Ari Wilhem, Margaux Ravis, producers; Jaadi Fonseca, designer; Tiana Holt, strategist. Production Company Biscuit Filmworks Noam Murro, director; Shawn Lacy, exec producer; Andrew Travelstead, Emily Skinner, producers; Sean Moody, head of production; Eric Schmidt, DP; Brock Houghton, production designer; Gretchen Patch, wardrobe stylist; Dominie Till, hair & makeup artist. Editorial Work Editorial Stewart Reeves, editor; Remy Foxx, exec producer; Gabrielle Page, head of production. VFX Parliament Enca Kaul, founder/head of production; Phil Crowe, Udesh Chetty, creative directors. SFX Legacy EFX Lyn-Del Pedersen, production coordinator; Alan Scott, co-founder. Music Pulse Music
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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