No Fixed Address's pro bono campaign sparked outrage and awareness for victims of child pornography

Every 12 hours, the Canadian Centre for Child Protection detects 10,824 new images of child pornography online—a problem that has come with the rapid growth of online content. No Fixed Address, a longtime partner to the child protection agency says the removal of child pornography has been left in the hands of the tech platforms where it appears, and accuses Canadian policymakers of not doing enough to combat the problem. In an effort to raise awareness about this disturbing issue, No Fixed Address created “The Exhibit Nobody Wants to Talk About.” After finding out through its research that the term “lolli” is used as code online by child sex offenders to reference their victims, the agency lined a container, floor to ceiling, with 10,824 lollipops, “each one representing a new image of child pornography detected every 12 hours.” What looked like an Instagram-friendly pop-up on the outside unveiled survivor testimonials and chilling stats. See all of the 2020 Ad Age Small Agency Awards winners. The campaign did as intended: It sparked outrage. Over three days, 13,000 Canadians visited, forcing government officials to take notice. The campaign received coverage from news outlets including The New York Times, achieved more than 4.5 million social and 125 million earned media impressions and drove a 580 percent increase in web traffic to the Canadian Centre for Child Protection, where people learned more about the issue. —Lindsay Rittenhouse

No Fixed Address's pro bono campaign sparked outrage and awareness for victims of child pornography

Featured Stories