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Happy Birthday, Twitter
Agency No Fixed Address / Toronto + Mischief @ No Fixed Address + Canadian Centre for Child Protection + AdHoc Content
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About the Work
Child sexual assault material (CSAM) is on mainstream social platforms that we use every single day.
And while all platforms are failing our children, the failures of Twitter are especially egregious. In fact, just last year there was an increase of 42% of child sexual abuse material being shared on the platform.
Upon discovering that Twitters 15th birthday was around the corner, we knew we could hijack the conversation and use the event to shift the focus for our purposes. While it’s a fun age for most, for survivors of CSAM, fifteen years of Twitter represents enduring years and years of their content being spread, popping up over and over again on this public platform. With 15 years of no action and no accountability, it was the perfect time to give survivors a voice to share the ‘gifts’ that Twitter had given them year over year.
Four days in advance of Twitter’s big day, we released a powerful video capturing the collective voices and raw emotion of real survivors. The film begins by wishing the social media giant a happy 15th birthday. The tone then begins to shift as the survivors recount their own experiences at that age—the abuse they suffered and the lengths they’ve gone to try and get Twitter to remove their CSAM from the platform.
The four day campaign generated over 330 million impressions worldwide with coverage from Canada to the US and Asia. On Twitter alone, over 30 million impressions were generated with thousands of people sharing the #TwitterBirthdayPlea message, spreading far and wide - all without any paid media to support. And just like CSAM is permitted to do on a daily basis on Twitter, our message spread around the world in a matter of minutes with support pouring in from over 30 different countries.
And while all platforms are failing our children, the failures of Twitter are especially egregious. In fact, just last year there was an increase of 42% of child sexual abuse material being shared on the platform.
Upon discovering that Twitters 15th birthday was around the corner, we knew we could hijack the conversation and use the event to shift the focus for our purposes. While it’s a fun age for most, for survivors of CSAM, fifteen years of Twitter represents enduring years and years of their content being spread, popping up over and over again on this public platform. With 15 years of no action and no accountability, it was the perfect time to give survivors a voice to share the ‘gifts’ that Twitter had given them year over year.
Four days in advance of Twitter’s big day, we released a powerful video capturing the collective voices and raw emotion of real survivors. The film begins by wishing the social media giant a happy 15th birthday. The tone then begins to shift as the survivors recount their own experiences at that age—the abuse they suffered and the lengths they’ve gone to try and get Twitter to remove their CSAM from the platform.
The four day campaign generated over 330 million impressions worldwide with coverage from Canada to the US and Asia. On Twitter alone, over 30 million impressions were generated with thousands of people sharing the #TwitterBirthdayPlea message, spreading far and wide - all without any paid media to support. And just like CSAM is permitted to do on a daily basis on Twitter, our message spread around the world in a matter of minutes with support pouring in from over 30 different countries.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
No Fixed Address / Toronto
Mischief @ No Fixed Address
Client / Brand
Canadian Centre for Child Protection
Production Company
AdHoc Content
Music / Sound Production Company
Oso
Post Production Company
Alter Ego / Toronto
Outsider Editorial
Chief Creative Officer
Greg Hahn
Designer
Madison Bell
Director
Dylan Wiseman
Director of Photography
Mack Callistan
Max Litzgus
Editor
Sophia Lou
Executive Creative Director
Bianca Guimaraes
Kevin Mulroy
Executive Producer
Hannah Graham
Sally Leggett
Assistant Editor
Calum Moor
Senior Designer
PIer-Phillipe Rioux
Senior Digital Strategist
Charlotte MacGregor
Senior Producer
Palllavi Joshi-Firby
Account Director
Alex Choi
Account Executive
Hailey Foreman
Account Manager, PR
Naomi Redmond
Analyst
Lara Tutton
Associate Director
Signy Arnason
Casting
Sarah Sheps
Steven Mann
Color Prep
James Graham
Colorist
Andrew Ross
Developer
Elli Raynai
Director of Development
Oliver McAteer
Director of PR
Erin Banting
Editorial Producer
Kayan Choi
Executive Director
Lianna McDonald
Founder
Dave Lafond
Gaffer
John Mauch
General Manager
Josie Daga
Hair & Makeup
Pippa Leavy
Head of Production
Will Dempster
Junior Online Artist
Hali Gale
Key Grip
Josh Daniels
Line Producer
Haley Wiseman
Mix
Eric Van Mill
President
Jordan Doucette
Project Director
Petra Simpson
Senior Account Manager, PR
Mackenzie Biddie
Sound
Sam Rodgers
VP Creative Technology
Darrin Patey
VP, Strategy
Zach Klein
VTR DIT
Steve Sangster
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