Unity appointed for campaign against online child sexual abuse
Published November 6, 2014 by JS2
The Internet Watch Foundation has appointed Unity to handle a project encouraging young men to report child sexual abuse content online.
The charity rarely brings in PR agencies, but this will be its biggest campaign to date.
The campaign will target men aged 16 to 25, as this is the group most likely to accidentally come across this type of content. In order to engage the target audience, it will focus largely around social media.
Emma Hardy, director of external relations at the Internet Watch Foundation, said: “We know this audience is one of the most difficult to engage with and we were really energised by Unity’s bold and disruptive approach. We are confident that this is the right partnership to help increase awareness of, and ultimately reporting of, online child sexual abuse content.”
Following a five-way pitch, Unity is starting work on the campaign immediately, with plans to launch it to consumers in the first quarter of 2015.
Unity co-founder Gerry Hopkinson said: “Key to our response was understanding what would motivate young men to engage with such a hard-hitting subject, and in a way they will find inherently relatable and shareable.”