The campaign included 3 films that shared the same concept but started differently.

Each film also had an alternative version with another key message.

The first film starts with an ambigious headline/filename:

“Little_girl_playing_with_pussy.mkv”.

After reading this, one might expect horrible images of child abuse.

Instead, we cut to a little girl that’s literally playing with a pussy: a cute, grey kitten.

Headline:

“Not all children’s videos are as innocent as this one.”

We then cut to the call to action: “Report images of child abuse on stopchildporno.be.”

Alternative versions were posted on the darkweb targetting pedophiles with different headlines: “Where you hoping for a different kind of video?” Followed by: “Seek help anonymously on stopitnow.be.”

The second film starts with: “Little_boy_enjoying_creampie.mp4“.

Just a boy eating actual pie.

The third film starts with: “5_year_old_girl_playing_with_cock.mov“.

Just a girl playing with a rooster.