Research says that young men (aged 18-35) are most likely to stumble across child sexual abuse content and least likely to report it. So, working with London creative agency Don’t Panic!, the IWF have set about trying to get the message across to this group.
They’ve got a presence on a number of key online channels including online lads’ mags, music sites, sports sites, Facebook, YouTube, and Twitter for the few couple of months. Take a look at www.do-the-right-thing.org.uk and the Facebook Page and Twitter account @TheRightThingUK for the campaign.
The campaign aims to be:
I asked Emma Lowther, Director of Communications at the Internet Watch Foundation, how she planned to judge the success of the campaign. She told me that they were looking for specific outcomes:
They will be measuring the reach and demographics of their followers on the new social media channels, and are conducting two online polls of 1,000 18-35 year olds – one at the very beginning of the campaign and again at the end to measure a change in attitudes and actions by the target group.
As to whether the Twitter and Facebook communities will continue to be supported beyond the life of the online campaign, Emma said that would depend on the success of the results:
If the channels appear to be really successful, and allow us to communicate with this traditionally hard to reach group in a way which gets our messages across successfully, then we will continue using them.
It would be good to hear the results in the New Year.