Internet Watch Foundation


The campaign

A campaign that made us all stop and listen

IWF came to us to build awareness and a more distinctive tone of voice in communication with the technology and broader business communities. It needs the support of members like BT, Sky, Amazon, Facebook and Google and membership growth to expand worldwide.

We developed a tone of voice and language to reflect the organisation and get the sensitive subject matter across effectively – including in the media. We interviewed the senior team and developed storylines using data collected for the annual report. We created content for the annual report and rewrote the web copy.

A media relations programme educated, raised awareness and motivated tech organisations—including hosting companies and telcos—to get involved and support the IWF.

The results

Optimised research

We analysed IWF’s annual research and pulled out key findings to resonate with targeted media/audiences and maximise news cycles. We also looked at their tone of voice in communication to ensure the messages resonated.

National coverage

We turned their story into a piece of cross-sector news and organised a national media briefing day to engage tier-one national media and secure coverage in The Telegraph, The Independent, The Daily Mail, and Sky News.

Technology inroads

We built IWF’s exposure with the tech and telecom media. By targeting tech journalists, we secured 26 pieces of coverage in the first two days of the report launch. Outlets from the BBC News, The Register and Newsweek to the International Business Times, The Verge and Total Telecom covered the news.

Broadcast media

Broadcast coverage included BBC Worldwide and Sky News’ Sunrise.

Related Work