CHILDLINE - LENG OR LIAR

Childline wanted to raise awareness of sextortion, a growing form of online blackmail, with vulnerable young adults. Targeting under 18s with ads is prohibited, so we worked with Childline to tap into algorithms and reach young people with their important message.

Creative agency House of Oddities asked me to come on as Executive Producer and I helped them bring “Leng or Liar?” to life. We concepted a culturally tuned-in quiz format challenging teens to spot what (and who) is real online. We sparked important conversations in the places young people already are. I researched all talent and negotiated with them to post on their own channels to help hit the age bracket Childline needed to reach. 

The campaign was nominated for two Inside Out Awards but crucially, the campaign opened eyes to a critical issue which is often hidden in plain sight.