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2022 One Show - Social Media

Happy Birthday, Twitter

Agency No Fixed Address / Toronto + Mischief @ No Fixed Address + Canadian Centre for Child Protection + AdHoc Content

Client Canadian Centre for Child Protection

Category

Social Post / Single

Annual ID

OS22_SM052M

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.

2022 Awards

Total Points: 3

Merit

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

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