The Challenge
ChildX is a non-profit children’s rights organization working to end the commercial sexual exploitation of children. With grooming crimes rising over 80% in four years, and 41% of perpetrators making first contact through gaming platforms, online games have become a hidden threat. The creative challenge was to raise awareness among parents about a danger they couldn’t see in a space perceived as safe. Policymakers were a key secondary audience to help drive change.
The Solution
The solution was simple yet powerful: posters featuring police sketches of the cute avatars predators hide behind. Each led to a website offering information and practical tools for parents. This unexpected creative approach bridged playful gaming aesthetics with the seriousness of crime prevention. With no media budget, the campaign relied on earned media, appearing on Sweden’s top news shows and the Most Wanted show (Efterlyst). It raised national awareness and pushed child safety onto the political agenda.
