Preventing sextortion with Childline

I took the writing lead on our Childline sextortion prevention campaign supporting content, creating and updating 6 webpages across our website with a bold new, prevention-focused tone of voice that would feel more relevant to our target audience of 13-19 year old boys.

Creating this supporting content involved deciding how to speak to young people about this issue, which was difficult as most young people hadn't heard of sextortion, and didn't believe they'd be a victim of this crime. So I suggested using the way in of 'trusting what you see online', encouraging young people to interrogate the content they're seeing everyday and whether or not all of it might be true. This included the people they might be speaking to.

This hook I'd suggested led into our major Leng or Liar campaign, giving us key advice messages we could land that felt relevant, actionable, and not fear-mongering.