International Center for Missing and Exploited Children (ICMEC)
Copywriters: Austin Pak, Katie Merifield
Art Director: Zoe Alexander
My Role: Concepting, Copy For All Aspects of the Campaign, Case Study Video
Problem: Child Sexual Exploitation is a serious problem that is difficult to solve. The anonymity of the internet makes it difficult to bring perps to justice and track down CSAM (Child Sexual Abuse Materials) on the internet. In 2019, Over 132,000 websites contained CSAM, and that number continues to grow.
Insight: Technology is part of the problem, but it can also be a part of the solution. Let’s have ICMEC, one of the world’s leaders in the fight against child sexual exploitation, meet people where they already are to gain awareness for ICMEC and child sexual exploitation.
Solution: Let’s give people a #DoseOfReality.
Google homepage stunt
For 24 hours, a new Google Doodle and “What’s Happening” button will lead to a new landing page on ICMEC’s site to educate people about CSAM and ICMEC, drive donations, and encourage action. Google is the #1 site used worldwide, and billions of people use it at the beginning of every internet journey they take worldwide. Let’s interrupt the system where it starts.
Nothing But Facts
To accompany our Google Doodle, we will profile the Google search bar with a powerful fact about CSAM. Every time a user refreshes the page, there will be a new fact. Only when the user physically deletes the fact from the search bar can they continue their search activity. This way, people are forced to face their reality and interact with the problem.
search engine
When users press search, they will find out why the Google Doodle changed and why the search bar was pre-populated with facts about child sexual exploitation.
New Landing Page
