Dont Hide It campaign

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Dont Hide It campaign

• Stephanie Hughes, NSPCC
• Stefanie Schmidt, Avenue A/Razorfish
• Sylvia Benaim, ZED

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• Dont Hide It
• Establishing a dialogue with youth audiences
  online
• Stephanie Hughes, NSPCC
• Stefanie Schmidt, Avenue A/Razorfish
• Sylvia Benaim, ZED

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Contents

• Background
• Dont Hide It 2007
• New strategy
• Creative solution
• Media solution
• Early results
• Summary

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• Background

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Where it all started
The most surprising thing for me was to find out
that sexual abuse really happens and to lots of
us that it wasn't some weird thing that
happened to just me Jean, incest survivor1

• What does this mean?
• Sexually abused children feel isolated
• Child sexual abuse thrives on secrecy and
  silence
• It helps victims know that they are not so
  different and that many people have had similar
  experiences

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The brief

• Campaign objective
• Empower children and young people to speak out
  about sexual abuse
• Campaign message
• Its wrong, its not my fault and I want it to
  stop.

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The solution
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What they did with our brand
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• Dont Hide It 2007

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Digital Strategy
Objective
Awareness
Search
Editorial
Online ads/ standard format
Agony aunts
Rich media ads
Instant messenger
Prepare/Engage/Reassure
Chat rooms
ATL Campaign
Destination Site
Discussion board
Tools
ChildLine
Ready to disclose
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• Creative solution

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Challenge

• Engage CYP especially boys - on a range of
  very sensitive topics in the digital space.
• Translate the above the line campaign into a
  digital message utilise the higher levels of
  engagement this medium offers.
• Create a relevant presence across a number of
  very different digital touchpoints and ensure a
  visual synergy.

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Solution
Click to run demo
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Solution
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The viral effect!
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• Media solution

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Insight from 2006
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How partnerships were developed
Moderating guidelines
Safety guidelines
Collaborative partnerships
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Partnerships in 2007
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Early results (May - mid-July 07)
Site visits from clicks are 37 higher than target
Current click through rate is 50 more than target
Clicks to date are 47 higher than target
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Early results (May - mid-July 07)
5020 badges made to date on Dont Hide It
Over 4000 messages left on Bebo and Piczo
"thankyooh very much you have really helped me i
couldnt do it before i wanted someting done
about my problem and now and i did seeing your
video thanx xx (Bebo)
If this cruelty is happening 2 yooh speak out
(Piczo)
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• Summary

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What weve learnt

• Dont push the brand, push the personality and
  the idea and let your audience live your message

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• Thank you