CHILD RESCUE COALITION / OUTREACH ACTIVATION
The Ask: The Child Rescue Coalition is in an interesting place as a non-profit. They have created the solution to dramatically reduce the amount of child sexual abuse material online, and yet they haven’t achieved widespread adoption of their technology amongst law enforcement. They needed help leveraging people power to get more public offices to make this solution available to everyone who wants it. We saw Child Abuse Prevention Month as an opportunity to do just that.
My Role: Led a team of three creatives strategists.
The Results: “Confessions of a Predator” transformed hidden predator behavior across 10 states into 842 actionable criminal leads in the hands of the legislators with the power to have them arrested. Each lead was sent to multiple key legislators, resulting in 24,452 appeals to fight the crisis of child sexual abuse material (CSAM). Although our audience of legislators has historically avoided CSAM, the open email rate on launch day was 30%, surpassing industry benchmarks by 50%. We heard back from 9 out of the 10 states. Child Rescue Coalition (CRC) received a 54% increase in donations during the first week of launch, a 25% increase in web traffic with 90% of those being new visitors, and 100k views on the launch film by 2pm on launch day—306% above benchmark. Most importantly, as of April 20th, 11 predator investigations have been initiated and more will follow. For every predator arrested, CRC estimates 50-150 of their future victims rescued. If these investigations reach fruition, up to 1,650 future child sexual abuse victims will be rescued.