Sweetie
Award: Black Pencil
Black Pencil / White Pencil / Advertising & Marketing Communications / 2014
A new phenomenon is spreading like an epidemic: Webcam Child Sex Tourism. Men from rich countries pay children in poor countries to perform sexual acts in front of webcams. Our solution: pro-active policing. To raise awareness and pressure governments to act we created Sweetie, a 10-year-old Filipino girl who caught 1,000 predators from 71 countries in the act. Then, we handed over their dossiers to Interpol. The results: over 1 billion viewers. Webcam Child Sex Tourism is now a globally recognized problem. Governments are changing policies. Arrests have been made. Children have been rescued.
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