Internet Watch Foundation


The campaign

Create a compelling brand narrative to recruit members and expand worldwide

With a vision to eliminate child sexual abuse imagery online, Internet Watch Foundation (IWF) wanted to engage the huge technology and content companies to support its amazing work and expand its story and membership base globally.

We created a distinctive tone of voice and built a compelling narrative to encourage business leaders like BT, Sky, Amazon, Facebook and Google to support its mission.

We created storylines using data from their annual report, pitched and placed multi-dimensional opinion features, and re-wrote their website and marketing materials.

The results

Optimised research

We distilled the IWF’s annual research into key storylines to engage potential partners through direct marketing, the media and the launch of the IWF’s annual report in Parliament.

National media

We packaged the IWF’s story across sectors and secured national briefings that led to coverage in tier-one media – including the BBC News, BBC Worldwide, The Telegraph, The Independent, The Daily Mail and Sky News.


We supported the launch of the IWF’s annual research and report in Parliament at an event attended by MPs, key influencers and the media.

New markets

We targeted the tech and telecom industries, securing 26 media stories in the first two days of the report. Technology reporters at The Register, Newsweek, International Business Times, The Verge and Total Telecom all covered the research findings.

Our story needs to be communicated in a way that’s both sensitive and hard-hitting. The lorries showed the finesse needed to strike that balance.

Internet Watch Foundation

Related Work