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
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More