Small Agency Campaign of the Year, Pro Bono, Gold: 'Don't Get Sextorted, Send a Naked Mole Rat'
Research by the Canadian Centre for Child Protection showed a 140 percent increase in "sextortion" cases from 2015 to 2016. But the primary victims—teen boys who sent compromising images of themselves to online predators—were reluctant to reach out for help. So the Centre reached out to No Fixed Address to help raise awareness.
The resutling campaign, "Don't Get Sextorted, Send a Naked Mole Rat," included video with a smart-mouthed teacher, downloadable memes and stickers, and a simple message: If someone asks for a naked picture, send them a picture of a naked mole rat instead. Humor made an embarrassing topic approachable and helped it go viral.
The effort generated more than 700 news stories in 78 countries and 1.8 billion impressions, while being adopted by half the schools (approximately 1,700) in Canada, according to the agency, which also says the Centre saw a 28 percent spike in calls seeking help.
No Fixed Address also won Ad Age's Small Agency of the Year, International, Silver honor.