Hold onto your hats, we’re in for a bawdy ride. After noticing an increase in cases of teenage boys being blackmailed after sending naked pictures of themselves to people over the internet, charity CCCP worked with No Fixed Address to create a campaign to raise awareness of the risks.
‘We wanted to give them a way to get out of it, but in a way that’s funny so they wouldn’t be embarrassed to use it,’ Dave Lafond, co-founder of No Fixed Address, told Contagious. So, to keep the tone light, but also provide a solution to the problem, they urged boys to send an image of a naked mole rat instead (as the poor animal bears an unfortunate resemblance to the male genitalia).
And, before you cover your eyes in disgust at the creature, remember this weird little campaign did exactly what it set out to: increased conversation about sextortion by 649% in one week.
HP Lubricants Leo Burnett India, Mumbai