WRTHY, Director Noam Murro Team On ChildFund International PSA To Stop Tech Companies From Harboring Monsters

ChildFund International, an organization protecting and supporting vulnerable kids, has rolled out #TakeItDown, a campaign created by social impact agency WRTHY. The campaign aims to build public support to pressure tech companies to proactively remove child sexual abuse content from their platforms. 

Despite the fact that The National Center for Missing and Exploited Children’s CyberTipline receives more than 80,000 reports of suspected online child sexual exploitation daily, tech companies in the US are not required to proactively search for child sexual abuse imagery. While the companies are legally required to report child sexual abuse imagery once they’ve been made aware of it, there is no punishment for online platforms that don’t remove the content quickly. 

WRTHY’s multimedia campaign features: a public service announcement; WRTHY’s first IP, the WRTHY widget, a one click public pressure tool that allows anyone to raise their voice and show policy makers that something needs to change to protect our kids; and a mini doc series featuring leading experts.

Directed by Noam Murro of Biscuit Filmworks, the PSA titled "Monster" shows a predator hiding in plain sight. We see his face as that of a monster as he lurks online, talking about how he can get away with pretending to be a nine-year-old girl, enabling him to befriend and connect with unsuspecting children. He concludes that with social media, it’s the best time ever to be a monster.

Lew Willig, executive creative director at WRTHY, said, “Hopefully, this campaign allows parents to take control and show their elected leaders and technology companies that they must do more to protect kids online.”

“Instead of being a place for learning, playing, and connecting with friends and family, the Internet has become a place rife with ways to exploit and abuse children. The #TakeItDown campaign is a first step in protecting children,” said Erin Kennedy, VP, external affairs and partnerships, ChildFund International. ”We want technology companies to recognize their responsibility. Profit should not come before the protection and well-being of children.”