Media Relations Campaign

Canadian Centre for Child Protection raises awareness of online child pornography and sexual abuse

With its agency partner, No Fixed Addresses, the team created an exhibit that lulled visitors with fun exterior; once inside, they saw the size and scale of the problem, leading to a win in the Media Relations category of PR Daily’s 2020 Nonprofit PR Award.

Lolli: The Exhibit Nobody Wants to Talk About - Logo - https://www.ragan.com/wp-content/uploads/2020/08/Media-Relations-Campaign_Lolli_No-Fixed-Addresses-scaled.jpg

The Canadian Centre for Child Protection (Canadian Centre) detects 10,824 such new images every 12 hours; they have detected more than 10 million in the two and a half years of their effort. To raise awareness among an apathetic public, Canadian Centre engaged the agency No Fixed Address, which found its hook with the term “lolli,” code among child sex offenders for their victims. The team created an exhibit that was vibrant and bright on the outside, “Lolli: The Exhibit Nobody Wants to Talk About.”

A media day kicked off the exhibit, which featured 1,824 lollipops (representing the number of detections in a 12-hour period) along with audio recordings from survivors and quotes from offenders (found on the dark web). Statistics lined the walls. The effort attracted national news outlets, then opened to the public, resulting in over 4.5 million social and 125 million earned media impressions. The installation also caught the attention of industry leaders and government officials.

View More Nonprofit PR Awards 2020 Winners.

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