Giving the darkness no place to hide.
2023 Cannes Shortlist (2x Direct & 2x Creative Data)
There are more than 500,000+ child predators online every day.
They have infinite access to child sexual assault material (CSAM) due to the easy, anonymous and on-demand availability that the internet provides.
And alarmingly, 85% of online predators are hands-on abusers.
Child Rescue Coalition’s (CRC) free technology is used to detect CSAM and help identify, locate and arrest child predators in real time.
Since its inception, CRC has identified 72.5 million unique IP addresses that share and download sexually explicit images and video of children 12 years and under.
By providing this data to law enforcement, CRC has aided in the arrest of more than 14,000 predators and the rescue of more than 3,000 abused children globally to date.
Despite the technology’s success, the rapid expansion of the Internet has created an explosion in CSAM that is exponentially growing.
And too often, law enforcement departments lack the resources necessary to take action on the data.
The darkness of online predatory behavior too easily goes under the radar and unnoticed.
Luckily…CRC’s technology can bring it to light.
Through the “Confessions of a Predator” campaign, we turned predators into their own whistleblowers.
Using CRC’s technology, every time a predator shared CSAM an email was automatically triggered from the predator confessing their own crimes with their file names, time stamp, and location.
The confession was directed to their local legislators in real time, providing a real lead and a proven and free solution to fight it—CRC’s free technology.
Legislators were empowered to take action by replying right to the email in their inbox to learn how they could use their influence to allocate resources to protect the children in their area.
*This is a real letter that was produced through the campaign.
“Confessions of a Predator” transformed hidden predator behavior across 10 states into 842 actionable criminal leads.
Each lead was sent to multiple key legislators, resulting in 24,452 appeals.
Although our audience of legislators has historically avoided CSAM, the open email rate on launch day was 50%, surpassing industry benchmarks by 30%.
We heard back from 9 out of the 10 states.
Child Rescue Coalition received a 54% increase in donations during the first week of launch, a 25% increase in web traffic with 90% of those being new visitors, and 100k views on the launch film by 2pm on launch day—306% above benchmark.
Most importantly, 11 predator investigations were initiated within the first 10 days of our launch. For every predator arrested, CRC estimates 50-150 of their future victims rescued. If each of these investigations reach fruition, up to 1,650 future child sexual abuse victims will be rescued.
Group Strategy Director: Jon Schultz
Strategy Director: Madison Cameron
Senior Strategist: Laura Carrillo
Creative Director (Art Direction): Brett Terblanche
Creative Director (Copywriting): Luiz Vicente Simoes