Sextortion was a rising epidemic among teenage boys. Given the sensitive nature of the subject, the usual scare tactics wouldn’t work. So we used humor to bring the conversation online where teens spend all of their time. Don’t Get Sextorted, Send a Naked Mole Rat is an integrated campaign providing teenage boys with a response to people asking for nudes online. Don’t send naked photos or videos, send a naked mole rat instead. The campaign featured a “sex-ed” style video, nake mole rat memes, swag, and a naked mole rat keyboard. The campaign garnered 1.8 billion impressions with coverage appearing in over 78 countries. All with a paid media budget of $0.