The Full Story
Brief
To raise awareness of Child Sexual Exploitation (CSE) to help empower and educate young people about the signs and support available. So that young people who are being sexually exploited, know they can turn to Childline for support.
Approach
As the lead designer, I was responsible for developing the concepts for Full Story, taking the creative work from ideation through to execution. Working with my team, we created the overall campaign concept, film concept, scripts, and OOH posters.
We designed several scenarios to show a diverse range of young people experiencing sexual exploitation. This demonstrated the many forms it can take and that there is no one ‘type’ of victim or perpetrator of this kind of behaviour.
We wanted the ads to be bold enough to cut through, while not feeling too ‘preachy’, so they would resonate with young people. We did this by showing two sides of the story – recognising the conflicting feelings young people can have while experiencing CSE, while also validating their negative experiences and directing them toward support.
Results
We created a series of short, impactful social cuts to highlight the different forms of CSE. These were directed by Theo James Krekis and produced by Knuckle Head; photography by Jude Watkinson.
We had OOH ads in over 300 locations such as colleges, youth centres and service stations. Reference of OOH advertising helped drive Brand CSE activity on PPC.
The social films delivered 17 million impressions, and over 600k video views.
The Childline brand tracker reported that: “Almost 4 in 5 children say that the Full Story campaign was clear, and it had boosted their confidence in Childline and it made 71% of children think more positively about the service.”
The campaign was recently shown to the Prime Minister to underline the importance of this issue.
Year: 2022
Ideation | art direction | OOH | social films | website
Project completed at NSPCC in-house team