CLIENT: Ad Council AGENCY: Merkley + Partners With kids becoming more and more exposed online, the Ad Council, in partnership with the Center for Missing and Exploited Children and the U.S. Department of Justice, decided it was time to show kids the reality and consequences of being careless on the Internet. Emphasizing the point that once you post something online, you can't take it back.
We addressed this challenge by showing an example of what most kids typically considered harmless behavior online, posting suggestive photos of themselves. By bringing the example to life, taking the act out of the internet and into real life, we were able to illustrate the things that happen after you put yourself online and the lasting, and often, unwanted consequences that can result. The spot was added to Youtube at some point and kids starting talking about it, sharing it and creating dialog and opinions about the message. The spot was even copied and remade in Asia.