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    NCMEC, Agency VCCP “Take It Down” To Help Stop Exploitation of Minors

    By SHOOTUpdated:No Comments1716 Views

    The National Center for Missing & Exploited Children (NCMEC) has created a powerful tool to help children regain control of their images online. The child protection organization has unveiled the Take It Down platform which helps minors remove their nude, partially nude and/or sexual explicit photos and videos from the internet. Meta provided initial funding to build the infrastructure for the program that NCMEC launched at the end of December 2022. Since then, more than 200 cases have been submitted.

    “Having explicit content online can be scary and very traumatizing, especially for young people,” said Gavin Portnoy, VP, communications & brand, NCMEC. “The adage of ‘you can’t take back what is already out there’ is something we want to change. The past doesn’t define the future and help is available.”

    This PSA, created by ad agency VCCP, focuses on the theme of moving forward. Directed by Jeremiah Mayhew, this spot will appear on platforms that kids frequent to ensure they are receiving the message directly. We can’t go back and change what happened, but we can help you move forward. The tool was created to fight against exploitation and sextortion of minors.

    Take It Down, which is a free service, works by assigning a unique digital fingerprint, called a hash value, to specific images or videos. When tech platforms sign up to participate, they are provided these hash values so they can detect and remove the imagery on their public or unencrypted sites and apps. This all happens without the image or video ever leaving a device or anyone viewing it.

    “We created this system because many children are facing these desperate situations,” said Michelle DeLaune, president and CEO, NCMEC. “Our hope is that children become aware of this service, and they feel a sense of relief that tools exist to help take the images down. NCMEC is here to help.”

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    Credits

    Client National Center for Missing & Exploited Children (NCMEC) Agency VCCP Joel Kaplan, executive creative director, partner; Allen Yu, creative director; Taylor Dahl, art director; Trevor Larsen, copywriter; Nikki Castillo Sikes, executive producer; Ian Osselaer, production/BA coordinator; Brendan Robertson, chief strategy officer, associate partner; Melissa Santiago, sr. strategist. Production/Editorial Jeremiah Mayhew, director/editor; Ijah Garfield, VFX/edit. Music, Sound Design & Mix Pico Studio Ellis Hawes, exec producer; Lucas Field, executive creative director; Jamie Hunsdale, lead engineer. Online/Color/Finishing JAMM Visual, Inc. Asher Edwards, exec producer; Beau Leon, colorist; Jon Lazer, color & online producer.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:VCCP



    The Hudson Dusters Direct New Jersey Holiday Film For RWJBarnabas Health From Agency StrawberryFrog

    Monday, December 8, 2025

    This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.

    Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.

    “With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”

    In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More

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