Challenge

Sextortion is a serious crime and has recently grown 89% among teen boys. It’s when someone blackmails you for money or sexual favours by threatening to share your nude images with people you know. The best way to fight Sextortion is to be aware that it’s happening. But teens don’t want to talk about sex with their parents or teachers. We had to find a way to de-shame the sexual nature of the problem and break the communication barrier. So, we turned to humour.

Idea

To help teens avoid being sextorted, we offerd a simple, cheeky solution – Send a Naked Mole Rat instead of compromising nudes. We kicked things off with a Sextortion-Ed video. We also created a toolkit consisting of memes, GIFs, stickers, streetwear, a custom keyboard on the app store, as well as a downloadable lesson plan for teachers. We became an active part of their conversation and reached teens right where they live – in schools and on their cell phones.

700+

news stories

78

countries

1.8 billion

impressions

649%

conversion spike

1,700+

schools using
toolkit

28%

increase in boys
reaching out for help