2018 Winner
Canadian Centre for Child Protection
Don't Get Sextorted, Send a Naked Mole Rat
No Fixed Address
GoldPublic Service - Community Building
SilverPublic Service - Branded Content
SilverPublic Service - Integrated Campaign Led by PR
BronzePublic Service - Integrated Campaign
BronzePublic Service - Online
There has been a steep increase in teen boys falling victim to sextortion. To address the issue that never gets talked about, the Canadian Centre for Child Protection turned to humour. Since awareness is the biggest factor in curbing behaviour, the primary goal of the campaign was to get kids talking. On social, the organization invited boys to send a picture of a naked mole rat instead of nude photos of themselves that could be used for sextortion by predators. The campaign included a PR push, which was supported with downloadable lesson plans for teachers, fashion swag (like T-shirts and socks) and a bevy of digital content for teens to share.
Creative Director: Dhaval Bhatt
Creative Director: Shawn James
Writer: Andrew Rizzi
Writer: Cole Rosenberg
Writer: Dhaval Bhatt
Art Director: Daniela Angelucci
Art Director: Randy De Melo
Art Director: Shawn James
Producer: Brie Gowans
Director: Jesse Senko, Nimble Content
Editor: Leo Zaharatos, Married to Giants
Online: James Andrews, Wingman VFX
Colour: Clinton Homuph, Alter Ego
Audio: Ted Rosnick, Vapor/RMW
Illustration: Joseph Nadolny
Developer: Craig MacKenzie
Paid Media: True Media
PR: NEAT Agency
PR expert: Tara McCarthy, President, NEAT Agency
Strategy: Rachel Lai
Strategy: Sabrina Kandasamy
Account Lead: Rebecca Ho
Account Supervisor: Gillian Craig
Creative Director: Shawn James
Writer: Andrew Rizzi
Writer: Cole Rosenberg
Writer: Dhaval Bhatt
Art Director: Daniela Angelucci
Art Director: Randy De Melo
Art Director: Shawn James
Producer: Brie Gowans
Director: Jesse Senko, Nimble Content
Editor: Leo Zaharatos, Married to Giants
Online: James Andrews, Wingman VFX
Colour: Clinton Homuph, Alter Ego
Audio: Ted Rosnick, Vapor/RMW
Illustration: Joseph Nadolny
Developer: Craig MacKenzie
Paid Media: True Media
PR: NEAT Agency
PR expert: Tara McCarthy, President, NEAT Agency
Strategy: Rachel Lai
Strategy: Sabrina Kandasamy
Account Lead: Rebecca Ho
Account Supervisor: Gillian Craig