Public Service/Charity (Non-Profit)
Instagram is the most popular social network for teens, with 32% citing it as their favorite platform. But the public nature of the photos being shared, and the popular use of hashtags among teenagers provide predators with ample ground to search for and interact with youth. So we seeded teen photos onto Instagram, using popular hashtags that predators search for—targeting them precisely when they search, and reminding them that undercover officers are online.
Company: Cossette Creative Director: Michael Milardo Art Director: Scott Schneider Copywriter: Pierre Chan Agency Producer: Philippa Groom Account Executive: Ali Birston Associate Creative Directors: Scott Schneider, Pierre Chan Director of Brand Services: Anne Buch