STOP IT NOW! – LUCY FAIFTHFULL FOUNDATION
The Lucy Faithfull Foundation is the only UK-wide child protection charity dedicated solely to preventing child sexual abuse.
The problem we faced was a grave one – viewers on extreme pornographic websites are often on the brink of seeking child abuse imagery, or exhibiting grooming behaviour. We sought to target those worried about their own thoughts or behaviour, before it was too late.
Partnering with Britain Thinks – an insight and strategy consultancy – we interviewed convicted paedophiles to gain an understanding of what kind of message could impact their decision making at such a critical moment.
Taking my inspiration from sites such as “Chatroullete’ and ‘Omegle’ – video chat sites where you ‘spin the wheel’ and chat to random strangers including children – I introduced the idea of “your whole life on every spin” as the creative thought.
Your next chat partner could be what you are looking for, but there's a very good chance you will also come up against a police presence operating in this space, or worse. In very clear terms, I used our insight to highlight the magnitude of what was at stake.