The challenge
Teenagers spend so much of their lives online – and behaviours like talking to strangers and sharing nudes are endemic. This puts them at risk from predators – as well as bullying and isolation when other young people share their images without permission.
That’s why the Internet Watch Foundation came to us: they needed a behaviour change campaign that would genuinely cut through to young people. A campaign that would get teenagers and their parents talking about the issue – and, most importantly, de-normalise nude sharing.
what we did
- Strategy
- TikTok film
- Animation
- Paid digital
- Social media
- Radio and podcast ads
The strategy
For so many young people, sharing images online is part of life. So our campaign had to meet them where they are: not shame them, but make them stop and think. And, if needed, get support.
With the sharing of sexual imagery being so normalised, the audience is vast – but our strategy narrowed it down to three groups: victims, perpetrators, and bystanders. We knew that, by creating targeted messaging about specific scenarios, we’d cut through.
The creative
Anyone with teenagers in their life knows that, to really get them to listen, you can’t play it safe. That’s why we created a daring campaign that balanced shock with humour – using sexualised fruit to grab attention and communicate consequences.
And so, one very memorable photo shoot later, we had our creative: an unforgettable suite of aubergines, bananas, oranges and lemons that look exactly like the body parts you think of.
The execution
‘Think Before You Share’ came to life exactly where teenagers spend their time – Snapchat, Reddit, Twitch and YouTube. We also developed a suite of first-person TikToks, where young people challenge behaviours with simple stories based on real-life scenarios.
But beyond young people, we also needed to reach parents and teachers too – shocking them with the truth about what young people are doing online, and galvanising them into starting conversations about it.
And so, alongside a range of provocative digital creative, we produced ear-catching radio and podcast ads voiced by comedian and actor Diane Morgan – an unforgettable way to bring this issue into the spotlight.
The impact & results
The campaign made waves, generating over 122 million impressions and breaking benchmarks across multiple platforms:
- 350,000 total clicks across all digital channels
- 243,000 completed views on Twitch.
- 50% engagement rate on parent-focused channel Teads (more than double the 20% industry benchmark).
- 94% completion rate on YouTube skippable ads, vastly exceeding the standard 30% benchmark.
In an era of shrinking attention spans, the creative not only grabbed viewers’ attention but held it, captivating the audience in a way few campaigns can.
Awards & industry recognition
The campaign’s measurable behavioural impact and bold creative execution earned widespread praise across the marketing and third sectors:
