Winner BOA - Small budget
Stop it Now! – 1 op 100

Challenge: Child sexual abuse remains one of society’s deepest taboos. Those struggling with inappropriate thoughts often hide in silence due to stigma, making it extremely difficult to reach them before harm occurs. With a very small budget and a highly sensitive topic, Stop it Now! needed to raise awareness for its anonymous helpline, speak to two very different audiences, and build public support for prevention without sensationalism.

Idea: A single insight unlocked the entire campaign: 1 in 100 struggles with pedophilic thoughts. This reframed the issue from “far away and extreme” to “real and close.” Using AI-generated social media images of everyday moments parents share online, the campaign confronted viewers with an uncomfortable but crucial truth: 1 op 100 finds this kind of content “hot.”

Result: The campaign triggered national conversation and directly increased help-seeking behavior. Stop it Now! saw a 51% rise in people reaching out, record website traffic, and growing acceptance of prevention-focused support. Press coverage amplified reach far beyond the paid budget, proving that even with limited resources, confronting a taboo with empathy, accuracy, and clarity can drive real societal change.