public awareness campaigns
game safe, 2021
2020 has been a record-breaking year for online gaming. The number of players, and the time they spend gaming, has significantly increased since the COVID-19 pandemic hit.
These games provide an immersive experience: they are fun, engaging, and interactive. For many children, of all ages, they also provide another way to connect with friends.
Predators and exploiters know this and use online games to connect and groom their victims. So, while the games are fun, and the onscreen characters can seem cute and friendly, the people behind the characters may not be.
This campaign was created by Will Creative and aimed to help parents and caregivers teach their kids to keep safe while playing video games.
To learn more, visit GameSafe.ca
stop the share, 2020
A nude is more than just a photo — it’s someone’s privacy, reputation and future. When nudes of a person under the age of 18 are shared, their entire life is put in someone else’s hands. It’s not just creepy — it’s illegal. This campaign, created by Will Creative, highlights the immediate social consequences of nude photos ending up in the wrong hands. Its aim is to encourage teens to find out how they can stop themselves, and their friends, from experiencing these unintended outcomes. Visit stoptheshare to find out more.
toxic stops here, 2019
Created by Will Creative, this campaign aims to deconstruct toxic masculine norms and work towards promoting healthier masculinities that encompass compassion, cooperation, and a deeper understanding of consent. The campaign encourages young males to become role models, mentors, and allies in the fight to stop gender-based violence. Males who hold themselves accountable for their actions, teach other boys about consent, and encourage bystander intervention exemplify the change we wish to see. Visit toxicstopshere to learn more.
change the story, 2018
This campaign challenges young males to speak out against sexual harassment. We do not intend to shame males, but rather empower them to become allies and supporters of movements against sexual violence that were created by women. Shot like a Snapchat story, the PSA follows a disturbing scenario in which a young male is sexually harassing a young girl in a school hallway. But as the Snapchat story fades away, the viewer is left to see that there were multiple young boys who stood there in silence while the harassment took place. This is what is meant to disturb the audience, because silence = complicity. The campiagn was created by Cossette Vancouver.
uncertain terms, 2017
Created by Cossette Vancouver, the campaign focuses on the issue of sextortion, or the use of sexual images to blackmail for further images, videos or sexual favours. The campaign features a series of three teens who receive warning messages as they are about to send an explicit photo. These"Uncertain Terms" are not always provided in real life and serve as a warning to others about the dangers of images sharing and sexual extortion.
who's following your kids? 2016
This print and video campaign, created by Cossette Vancouver features various teens who share photos on Instagram. Since their location services haven't been turned off their photos leave a trail directly to their home address The campaign sends the message that parents and community members should be aware of who is following their kids. Although predators will not likely arrive at someone's home unannounced they will use the information that people share about themselves to build rapport with youth and gain access to them.
a predator can sound a lot like a friend, 2015
Phase one of our #ParentProject is released. This print and video campaign, created by Cossette Vancouver features three teens who receive texts from a predator who sounds like a friend. The texts, while they seem innocent, interact with the teens in an inappropriate way. The campaign sends the message that online predators aren't always obvious about their intentions, and even intelligent kids can be caught off guard.
just one photo, 2014
This print and video campaign, created by Cossette Vancouver, features the story of a young girl who shares a private photo online with someone she trusted. Her tale told in parts on various cell phone screens, highlights the increasing power new technologies have in distributing potentially harmful content.
feeling violated? 2013
Two stunt campaigns are released that cause the viewer to feel what it is like for exploited youth:
1. In a washroom ad, a 3D Camera points at viewers with a statement that says "Feeling violated? This is how thousands of kids feel every day
2. In an online ad, viewers are invited to click on a banner featuring what appears to be a 16-year-old in a bedroom setting. Those who click the invitation have the camera turned on them. The tagline reads "If you are thinking of hooking up with children, don't. Undercover officers are online.
we are watching you watch, 2012
'180 Degrees' is a video that features a man who clicks on an ad showing a youth in a bedroom setting. The youth turns the camera on the man who sees his face on the screen. In a panic, he tries to click away. Next to the computer is a photo of the man's wife and kids. The tagline is "We are watching you watch."
Predatorwatch.ca launches, which is a website featuring information on child and youth sexual exploitation. The website provided visitors with news, resources, and information on how to report child sexual exploitation. (The website has since been taken offline).
attention predators: undercover officers are online, 2010
The original Predator Watch Campaign features police officers wearing realistic masks of children. The tagline for this campaign is "Attention predators: undercover officers are online."