How Creative Media Thinking Changed Attitudes and Behaviours Around Revenge Porn

Republic of Media

 

With cases of ‘Revenge Porn’ seeing a dramatic rise, this is the story of how we worked with The Scottish Government to deliver the message that non-consensual sharing of intimate images (NCSII) is a crime and that there are serious consequences (up to 5 years in prison). Our biggest challenge was talking to a young audience who were less likely to take notice of government messages and who were sophisticated ad-avoiders. However with a creative media strategy, disrupting every media channel we used, we were able to cut through to a resistant audience and make them take notice. The campaign achieved some outstanding results. Not only did we establish that NCSII was a crime with the Scottish public, more importantly we started a conversation which resulted in real behaviour change.

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