Case Study: The Internet Watch Foundation drives teen online safety with Consider Creative’s behaviour change campaign

The Internet Watch Foundation drives 122 million impressions with Consider Creative

The Internet Watch Foundation faced the challenge of creating a behaviour change campaign to de-normalize the sharing of nude images among teenagers and protect them from online risks. They enlisted the vendor, Consider Creative, to develop a campaign that would cut through and get both teenagers and their parents talking about the issue without resorting to shaming.

Consider Creative developed a daring campaign that used sexualised fruit imagery and a mix of digital, social, and audio ads to shock and engage the audience. The campaign achieved over 122 million impressions and 350,000 clicks, with standout results including a 94% completed view rate on YouTube, far surpassing industry benchmarks.

The Internet Watch Foundation