The challenge
We were asked to create a digital-first campaign to help prevent financially motivated sexual extortion (FMSE) among 15-to-17-year-old boys. Our goal was twofold: raise awareness of the warning signs of FMSE and empower young people to feel confident saying no to requests to share nudes online. But the topic is complex – many young people believe it could never happen to them and often fall back on victim blaming narratives.
We needed to create a campaign that avoided fear tactics and instead gave young people the tools to recognise manipulation, protect themselves, and know what to do if they were targeted – all while helping them feel seen, supported and empowered.
Our solution
We developed two creative routes and tested them directly with our target audience to ensure the campaign felt relatable and authentic. Working closely with the client, we shaped clear, supportive messaging – using direct phrases like “It’s not your fault” to challenge harmful narratives and build trust. Every element was designed with purpose: the colour palette reinforced the campaign’s reassuring tone, while the language reflected how teenage boys actually speak.
In collaboration with Omnigov, we shaped the media plan and produced platform-specific assets for Snapchat, Instagram and Reddit – tailored to how young people consume content on each. The final campaign raises awareness of FMSE in a way that feels empowering, informative and genuinely useful – giving teenage boys the confidence to recognise red flags and get help when they need it. Our message landed effectively, gaining 142 million impressions and exceeding our benchmark by 449%.
