ChildFund’s predator in plain sight

This clever campaign, created by global social impact agency WRTHY for child protection organisation Childfund, and urges tech companies to take more action to prevent child exploitation online.  

Part of the organisation's #TakeItDown initiative, the spot, directed by Noam Murro through Biscuit Filmworks, portrays a man as he views child abuse content from his laptop in public spaces. 

Although he appears entirely normal to the outside world, we get an occasional glimpse of his true form: a monster. The terrifying mask design was inspired by common themes in victim's drawings of how they saw of their abusers. 

Stripped of dramatic music or imagery, the matter-of-fact spot demonstrates the ease with which predators can access illegal content online, stating how it has never been easier to be a monster.  

The film ends with a call to action urging tech companies to take immediate action to report and remove illegal content when it is discovered on their sites.