Lucy Faithfull Foundation

The Challenge

The child-protection charity LFF wanted to create the first ever public campaign targeted directly at men who access indecent images of children, a notoriously difficult demographic to reach and affect.

The Outcome

With no media spend, the video campaign led the news agenda on the day of launch, was the main headline on BBC Breakfast and C5 news, and prompted discussion on R4’s Today and Victoria Derbyshire’s programmes, among others.

Since launch there have been:

Over 4 million views, primarily through Facebook
100+ pieces of national and regional coverage, potentially reaching 58% of all UK adults
4x increase in traffic to the self-help website, with dwell-times doubled
Quotes from callers to the helpline such as, 'I just watched it on repeat and told myself ‘this is going to be my life if I don’t stop offending... It’s given me the motivation to stop.' - Pre-arrest offender (Source: BritainThinks)

The Hook

In our short animated film ‘No justification’ we used the genuine self-justifying thoughts and words of prior offenders to trigger recognition and self-awareness, before clearly and powerfully showing the real-world consequences of their actions. We used a stylised black and white illustration style to reinforce the message that on this issue there are no grey areas, morally or legally, but there is a better path available.

Stop it Now! Campaign

The Challenge

The Outcome

The Hook

Our Approach