Social services non-profit Children of the Street has launched a new campaign aimed at encouraging teens to think twice before complying with a digital request for nude photos.
The campaign, developed with creative agency Will, targets a growing issue for a generation of people who are increasingly spending their social lives – including building romantic relationships – on Snapchat and other messaging apps. It is based on the insight that though many teens see sharing nudes with partners as normal, 92% of girls in particular don’t want to send them, and feel pressured or coerced into doing so, as well as manipulated when they do.
“Most teens don’t want to send or re-share nudes. They’re pressured into it to prove themselves to their friends, seem mature and please people they’re dating,” explains Jen Graham, acting director at the organization. “There’s an inner debate taking place that nobody sees, and unfortunately, social pressures are winning.”
It’s that inner debate that the new campaign tries to depict. In a series of videos, the campaign anthropomorphizes the ellipsis – a symbol often used on instant messaging platforms to indicate that someone is thinking and writing a response. In this case, the symbol becomes a trio of faces and plays on the classic devil on one shoulder and angel on the other trope to depict some of the more common scenarios modern teens face.
“When you see the ellipsis on your phone, you know someone is trying to find the right answer or potentially struggling to find the right answer,” says Lisa Lebedovich, executive creative director at Will. “It’s the perfect metaphor for teens wrestling with this issue, so we turned the ellipsis into characters that reflected the thoughts, feelings and anxieties of the teens behind it.”
To make sure that the videos accurately captured the pressures and stresses that teens face in these situations, the agency “interviewed teens and incorporated their insights and languages,” Lebedovich says. It then worked with Portland-based animation studio Bent Image Lab to capture the essences of its characters.
The videos depict situations that include a boy debating whether he should request nudes, another boy questioning if he should re-share nudes that were sent to him with his friends, and a girl considering whether or not she should send them to a boy who has requested them.
The campaign is running for seven weeks in Greater Vancouver, with placements on Snapchat, TikTok, Instagram and YouTube – all platforms on which young people are most active – as well as OOH. The work drives teens to a microsite where they can access resources and support to help them say no.
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