2022 Winner

The Canadian Centre for Child Protection worked with No Fixed Address to capitalize on Twitter’s 15th birthday by highlighting the platform’s role in spreading child sexual assault material (CSAM), while also pressuring it to act. In a powerful video produced, survivors wish the social media giant a happy 15th birthday before recounting their own experiences at the same age – the abuse they suffered and their attempts to get Twitter to remove their CSAM. The video was released on Twitter, seeded with influencers, and information was shared on BirthdayPlea.com. The campaign generated over 330 million impressions worldwide, and on Twitter, over 30 million impressions – all without paid media. The Five Eyes, a five-country intelligence alliance, also invited the Canadian Centre for Child Protection to speak about the CSAM epidemic.

Credits

Brand: Canadian Centre for Child Protection
Lianna McDonald, Executive Director
Signy Arnason, Associate Director

Agencies: No Fixed Address and Mischief @ No Fixed Address
Dave Lafond, Executive Sponsor, Founder No Fixed Address
Jordan Doucette, President No Fixed Address
Greg Hahn, Co-Founder and CCO Mischief @ No Fixed Address
Bianca Guimaraes, ECD Mischief @ No Fixed Address
Kevin Mulroy, ECD at Mischief @ No Fixed Address
Josie Daga, EVP, General Managing Director No Fixed Address
Sam Cote, ACD at No Fixed Address
Ryan Dzur, ACD at No Fixed Address
Pier-Philippe Rioux, Senior Designer at No Fixed Address
Madison Bell, Designer at No Fixed Address
Zach Klien, VP, Strategy at No Fixed Address
Darren Patey, VP, Creative Technology at No Fixed Address
Elli Raynai, Developer at No Fixed Address
Lara Tutton, Analyst at No Fixed Address
Will Dempster, VP, Content Production at No Fixed Address
Petra Simpson, Project Director at No Fixed Address
Erin Banting, Director, PR at No Fixed Address
Charlotte Macgregor, Senior Digital Strategist at No Fixed Address
Alex Choi, Account Director at No Fixed Address
Hailey Foreman, Account Executive at No Fixed Address
Oliver McAteer, Director of Development at Mischief @ No Fixed Address
Mackenzie Biddie, Senior Account Management, PR, at No Fixed Address
Naomi Redmon, Account Management, PR, at No Fixed Address

Production: AdHoc Content
Executive Producer, Sally Leggett
Line Producer, Haley Wiseman
Director, Dylan Maranda
DOP, Mack Callistan
AC, Max Litzgus
Gaffer, John Mauch
Key Grip, Josh Danniels
Sound, Sam Rodgers
HMU, Pippa Leavy
VTR/DIT, Steve Sangster

Editorial: Outsider
Editor, Sophia Lou
Editorial Producer, Kayan Choi
Assistant Editor, Calum Moore

VFX/Colour: Alter Ego
Colourist, Andrew Ross
Colour prep, James Graham
Jr. Online Artist, Hali Gale
Sr. Producer, Pallavi Joshi-Firby

Audio: OSO
Mix by Eric Van Mill
Executive Producer, Hannah Graham