With cases of ‘Revenge Porn’ seeing a dramatic rise, we were tasked by The Scottish Government to deliver the message that non-consensual sharing of intimate images (NCSII) was a crime and that there are serious consequences (up to 5 years in prison). Our biggest challenge was talking to a young audience who were less likely to take notice of government messages and who were sophisticated ad-avoiders.
Our strategy disrupted every media channel we used, cutting through to a resistant audience and making them take notice. The campaign achieved outstanding results: We established that NCSII was a crime with the Scottish public, and we started a conversation which resulted in real behaviour change. The campaign won golds at the Campaign Media Awards, YouTube Works for Brands, Marketing Society Star Awards and the Grand Prix at The Drum Digital Trading Awards.