‘Take It Down’ campaign gives teens a path to remove their nude images from the internet

National Center for Missing and Exploited Children unveils digital tool and PSA created by VCCP

Published On
Feb 28, 2023
A girl looking at a phone with her hand over her mouth

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The National Center for Missing and Exploited Children (NCMEC) announced a new digital tool that will help children remove their nude images from the internet. 

“Take It Down” allows users to anonymously report photos or videos of themselves under the age of 18 that contain nudity, partial nudity or sexually explicit material. 

Meta provided initial funding for the tool, which has already had 200 cases submitted since it launched at the end of December 2022. “Take It Down,” a free service, works on participating platforms, which currently include Instagram, Facebook, OnlyFans, Pornhub and Yubo.

NCMEC will also air a PSA, created by global agency VCCP. 

 

“We are proud to support NCMEC’s launch of ‘Take it Down’—the first platform of its kind to help young people prevent the unwanted spread of their intimate images online,” said Antigone Davis, global head of safety at Meta. “Meta has worked with NCMEC, experts and victims to develop this platform and help young people get the resources they need when facing these horrific situations. We look forward to other tech companies joining this effort so we can collectively combat this issue across the internet.”

In 2021, the NCMEC received over 29 million reports of child sexual exploitation online, a 35% increase from 2020. The spread of child sexual abuse material leaves lasting impacts on victims, 70% of whom constantly worry about being recognized from their explicit images, according to a 2017 survey by the Canadian Centre for Child Protection. 

“We created this system because many children are facing these desperate situations,” said Michelle DeLaune, NCMEC’s president and CEO. “Our hope is that children become aware of this service, and they feel a sense of relief that tools exist to help take the images down. NCMEC is here to help.”

Users select the explicit image or video from their device and upload it to “Take It Down,” which maintains a private and secure database only shared with participating platforms. The abusive material is assigned a unique digital identifier called a hash value. Online platforms like Facebook or Instagram can then detect explicit material based on matching hash values.

The somber PSA shows how devastating the spread of online nudity can be on young people but offers hope by focusing on moving forward. The 30-second spot will appear on platforms frequently used by children. 

NCMEC also accepts online child exploitation reports through CyberTipline, which has an electronic reporting service and a 24-hour hotline.

Credits

Date
Feb 28, 2023
Client :
National Center for Missing and Exploited Children
Agency :
VCCP
Vice President Communications & Brand :
Gavin Portnoy
ECD Partner :
Joel Kaplan
Creative Director :
Allen Yu
Art Director :
Taylor Dahl
Copywriter :
Trevor Larsen
Project Manager :
Anna Carnochan
Director of Business Affairs :
Cara Orlowski
Executive Producer :
Nikki Castillo Sikes
Production/BA Coordinator :
Ian Osselaer
Director of Client Services :
Krista Osol
Account Supervisor :
Emily Menken
Director of Business Evolution :
Henry Fernandez
Chief Strategy Officer & Associate Partner :
Brendan Robertson
Senior Strategist :
Melissa Santiago
Analytics & Media Director :
Jiho Chung
Analytic Strategist :
Leena Annamraju
Director/Editor :
Jeremiah Mayhew
VFX/Editorial :
Ijah Garfield
Music Sound Design and Mix :
Pico Studio
Executive Producer :
Ellis Hawes
Executive Creative Director :
Lucas Field
Lead Engineer :
Jamie Hunsdale
Online/Color/Finishing :
JAMM Visual Inc.
Executive Producer :
Asher Edwards
Colorist :
Beau Leon
Color and Online Producer :
Jon Lazer

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Project Type