Ten Year Anniversary Awareness Campaign
October 2006 - November 2006
Target audience:
- Parliamentarians
- Councillors
- Teachers
- Child protection workers
- Police
- Local authorities – LEA’s, Children’s Services etc
- IT professionals
- Other industry representatives
- Associated charities/organisations
- IWF members and those interested in joining the IWF
- IWF Board members
Message:
To promote awareness of IWF to the general public via key stakeholders.
Why this campaign is important:
Ten years after IWF was founded by the internet industry less than one per cent of child abuse images online are hosted in the UK, down from 18% in 1997.
Although the UK is one of the most hostile online spaces for hosting child abuse content, recent Ofcom research revealed that only 1% of the public Are aware of the IWF and its work.
Illegal content is increasingly hosted abroad and available to internet users in the UK so whilst the IWF works to share its model internationally, it is also important to continue raising public awareness in the UK of the IWF remit and work.
Method:
We held five conferences around the country, each with a parliamentary speaker and a panel of experts leading a debate in response to questions from those present, chaired by a well known local broadcaster. The conferences were designed to coincide with our first major public-facing awareness activity which involved an integrated campaign of nationwide advertising, national and international PR, education and new literature.
The conferences were launched with an event at Westminster’s Central Hall and we were delighted to welcome Home Office Minister, Vernon Coaker MP, to deliver a keynote address to around 200 delegates and members of the media.
Pictures:
Click here to see photographs from the London road show launch.
Click here to see photographs from the Birmingham road show.
Click here to see photographs from the Manchester road show.
Click here to see photographs from the Newcastle road show.
Click here to see photographs from the Bristol road show.
Click here to see photographs of our advertising around the country.
Result:
Click here to see the evaluation report.
Future:
We hope to take the conferences and awareness work to Cardiff, Edinburgh and Belfast in the future.
For more information about the conferences please click here.
Page Created: Mon, February 19th, 2007
Page Modified: Wed, June 20th, 2007
