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Brave Bison joins forces with the Internet Watch Foundation and Marie Collins Foundation to launch “Something’s Not Right”
June 22, 2020
Brave Bison joins forces with the Internet Watch Foundation and Marie Collins Foundation to launch “Something’s Not Right”, generating over 8.5 million impressions and over 5.4 million views
Brave Bison recently teamed up with the Internet Watch Foundation (IWF) and the Marie Collins Foundation (MCF) to raise awareness of their child sexual abuse education campaign, “Something’s Not Right”. Comedian Arron Crascall and football YouTuber EmanSV2 were enlisted to participate in the campaign, which focuses on encouraging and empowering young men to report sexual images of children online. Manning Gottlieb OMD brokered the appointment and Brave Bison was selected based on the team’s expertise and proven success in influencer marketing.
The talent-led campaign is hugely successful with Arron Crascall and EmanSV2 driving over 8.5 million user impressions and more than 5.4 million views on Instagram, meaning that Brave Bison delivered 23x higher engagement, 15x more impressions and 37x more views than expected. Further, compared to the average non-profit industry Instagram engagement rate of 1.75% and the average influencer industry Instagram engagement rate of 1.67%, the campaign’s average engagement rate was 6.9% – nearly 4x higher than the industry average.
Susie Hargreaves OBE, Chief Executive of the Internet Watch Foundation, the UK charity responsible for finding and removing online child sexual abuse material, says: “Our work and the work of our partners continues throughout this troubling time and the public is a vital part of helping us keep the internet safe and protect victims of child sexual abuse. Partnerships like the one with Arron Crascall, Eman SV2 and Brave Bison are really important to us, as they help us reach more people with this important message, that anyone who stumbles across child sexual abuse material online should do the right thing and report it to us. Brave Bison’s role in bringing this partnership to life was spot on and has shown how we all play our part in this fight. Together, our work can make a real difference to the lives of many child victims of sexual abuse.”
As part of the campaign, Arron Crascall and EmanSV2 staged and posted deliberate mishap photos – an image in which something wasn’t quite right – on their Instagram pages to trigger their followers to leave comments pointing out the mishap. After 24 hours, both influencers responded by revealing their work with the IWF and the MCF, encouraging their combined 5 million followers to speak up and take action should they ever stumble across sexual images or video of under 18s in the future. A paid-for behind-the-scenes Facebook video was also shared on the IWF’s page.
Oliver Green, CEO of Brave Bison, added: “By working alongside some incredible talent, the campaign has shown that relevant content can reach the right target audience and create impact and therefore action. It has been a pleasure to work with the Internet Watch Foundation and the Marie Collins Foundation to raise awareness of such an important issue and, as a company, we remain dedicated to making the internet a safer place for all.”
“It was an honour to work with the Internet Watch Foundation and the Marie Collins Foundation on such an amazing and important campaign. To be involved in changing lives is a great feeling.”