#ChildSafetyOn
!! Warning !!
This page contains content related to child sexual abuse.
ROLE: Creative Direction, Brand strategy, art direction, design implementation, production, copy/naming
The Child Safety Lab model deployed by Purpose and partner organisations working across the EU in the intersection between child safety and big tech ethics includes 3 years of campaigning work. These campaigns were all designed to do one thing - promote the importance of regulating social media platforms in legislation to hold big tech companies accountable for child sexual abuse (CSAM) material circulating online.
As creative director of Purpose’s work through this lab - bringing to life campaigns, website materials, co-designed messaging and assets to bolder the efforts of campaigning orgs on the ground across the European Union.
Some of the key campaigns are outlined below, all supported by a hero brand (#ChildSafetyOn) and directed to some key advocacy strategies in the form of a petition and direct advocacy work to MEP’s in EU parliament.
The Parent’s Fight
Child Safety Shouldn’t Stop Online is a campaign with imagery and messaging specifically designed to speak to parents based on the insight that we have all these physical safety guards in place in the real world, in the form of seat belts, swim floaties, stair gates etc. but that those same precautions aren’t taken online.
The goal of this first campaign from #ChildSafetyOn was designed mainly as an educational piece. Relying heavily on figuring out which messaging worked the best to explain the complex and horrific subject matter in a solutions-focus way - this initial campaign was designed as a message testing ground that has guided all following campaigns from this partner-collective to date.
THIS PROJECT INCLUDED: explainer video, social assets, partner toolkit, website, petition
Tactical Billboards in Brussels
This set of billboards was created to be timed with a conference of Members of the EU parliament who were convening in Brussels.
We plastered the city with xx+ digital billboards imploring MEPs to support the legislation to keep people safer online by demonstrating the prolific number of CSAM material hosted on EU servers.
The Clean Up Crew
A day of action to demonstrate support for the proposed legislation was held on September 19th 2023. For this, the creative idea of harnessing the voices of affected communities of children and survivors to speak directly to politicians voting on the bill in Brussels was harnessed.
Creating an Internet Clean up Crew to create evocative imagery for a media moment was they key, and the team did no disappoint.
The internet clean up crew - armed with billboards in branded #ChildSafetyOn hazmat suits convened outside EU parliament to make their ask known.
THIS PROJECT INCLUDED: physical activation with billboards, banners, placards, social assets
A voice for teachers
Through our partner organisations’ research, it was found that an average school classroom of 20 children or more may have as many as 13 children who have experienced a form of online sexual harm.
We leaned into this statistic to activate a group of people who have childrens’ best interests at heart - Teachers.
By activating this co-hort, it was important for us to make this advocacy work as stress-free and easy as possible as we all know how time-poor and unders=resourced many teachers are.
By providing 3 simple and concrete actions that would help the cause, we enabled those at all levels of appetite for action on the commitment curve:
+ Sign The Petition
+ Share social tiles
+ Start a Staffroom Conversation
THIS PROJECT INCLUDED: AUDIO PLACEMENTS, SOCIAL MEDIA (PAID AND ORGANIC), CAMPAIGN TOOLKIT FOR PARTNER ORGANISATIONS
The Tech Pack
The Tech Pack intervention frames the proposed EU legislation the latest revolution in Child Safety Technology. Stealing semantics and style from the cliche ‘Product Launch’ video, we placed this this product teaser video strategically in front of YouTube videos about child safety products (think child car seats and prams).
A physical product was created to use in advocacy work in conversations with MEPs to give them a physical product.
The Tech pack included key statistics, a link to the petition so the politician could see the huge support for the legislation (400,000+ signatures and counting), as well as a clever play on what the product *is* (a mirror - to show them THEY can be the person to revolutionise Child Safety Online.
THIS PROJECT INCLUDED: Product video, physical tech pack, social assets
