new follower
To intercept predators precisely at a moment when they thought it was safe to search for, and target, vulnerable youth, we seeded numerous teen photos onto Instagram using hashtags that many teens surprisingly use, and predators search for, like #underage, #preteen, #jailbait #youngteen, etc. The predators who found our photos and tried to connect with our fake teen profiles encountered a jail cell mosaic made within Instagram's photo grid, reminding them that undercover officers are online.
AGENCY
Cossette
CLIENT
Children of the Street Society
YEAR
2016
Before 2017, teens were unknowingly sharing a public archive of their location on Instagram’s photo map. The map allowed anyone to see where these teens go to school, hang out, and even live—making Instagram prime ground for online predators. A few months after the launch of this campaign, Instagram deleted their photo map feature.
TEAM
Scott Schneider, Michael Milardo, Philippa Groom, Chris Townsend, Clinton Hussey, Connie Fu, Ali Birston, Anne Buch, NorthKamp Productions, Todd Duym, Paul Norman, Michael Haldane, Post Pro Media, Wave Productions