Brave Bison (AIM:BBSN ) has hailed the success of the recently launched child sexual abuse education campaign, "Something's Not Right".
The social video company recently partnered with UK charities Internet Watch Foundation (“IWF”) and Marie Collins Foundation (“MCF”) to launch the campaign aimed at encouraging young men to report sexual images of children online.
As part of the campaign, comedian Arron Crascall and football YouTuber EmanSV2 staged and posted deliberate mishap photos on their Instagram pages to trigger their followers to leave comments pointing out the mishap, this morning’s statement said.
‘After twenty four 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 videos of under 18s in the future,’ the group explained.
The "Something's Not Right" campaign was described as ‘hugely successful’, generating over 8.5 million impressions and over 5.4 million views.
Brave Bison said it had delivered twenty three times higher engagement, fifteen times more impressions and thirty seven times more views than originally expected from the campaign.
Shares in Brave Bison opened flat at 1.375p on Monday morning.
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 4 times higher than the industry average, the group said.
"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,” said Susie Hargreaves, CEO of the IWF, the UK charity responsible for finding and removing online child sexual abuse material.
She added that the partnership would help reach more people and enable anyone who stumbles across child sexual abuse material online “to do the right thing and report it.”
“Bison's role in bringing this partnership to life was spot on and has shown how we all play our part in this fight,” she said, “Together, our work can make a real difference to the lives of many child victims of sexual abuse."
"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,” said Oliver Green, Executive Chairman of Brave Bison.
He added, “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."
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