Giving those looking at indecent images of children the fear.

The Lucy Faithful Foundation provides confidential and anonymous help for anyone with concerns about child sexual abuse. Including those who might be actively looking at or thinking about looking at indecent images of under 18s. Rather than scare them with the threat of legal action, our research revealed that the biggest motivator for encouraging these people to get help was the fear of being caught by a loved one or friend. Which inspired our campaign The Fear.

Since going live, calls to the helpline have doubled and visits to the site increased by over 150%.