Child Safety

Client

Facebook

Project Type

Campaign

Overview

We worked with Facebook on a campaign aimed at reducing the spread of CSAM content on their platform through educating users how to respond appropriately.

No matter the reason, sharing images or videos of child sexual abuse (CSAM) online has a devastating impact on the child depicted in that content. Every time that content is shared, it revictimizes that child.

Study Conducted by Meta Research ¹

Meta Research found that more than 75% of the people reported for sharing child exploitative content did so out of outrage, poor humor, or disgust, with no apparent intention of harm.²

But every comment or share results in these images being spread further around the online community.³

We worked with Facebook and various safety experts on a campaign to educate users how to report this content and get it removed from the platform.

We designed the content to be modular, allowing agencies to localize the campaign by tailoring the scenes and translations to their audiences.

The toolkit we delivered consisted of 174 animations and 54 unique loops, with each scene's design informed by research into the lives of children in the target regions.

Since the campaign's debut, Facebook reported a significant increase in CSAM reports and education about child safety.⁴