Save The Children Promo, Case study PICTURE PROTECT by Akestam.holst Stockholm

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PICTURE PROTECT

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Björn Gustafsson
Copywriter Patrick Dry, Kalle Åkestam Åkestam Holst
Designer Viktor Watterback, Andreas Fernhede Dagman, Ellinor Bjarnolf
Released January 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: SAVE THE CHILDREN
Product/Service: REVERSE IMAGE SEARCH ENGINE
Creative Director: Martin Cedergren (Åkestam Holst)
Copywriter: Patrick Dry (Åkestam Holst)
Art Director: Björn Gustafsson (Åkestam Holst)
Copywriter: Kalle Åkestam (Åkestam Holst)
Designer: Andreas Fernhede Dagman (Åkestam Holst)
Designer: Ellinor Bjarnolf (Åkestam Holst)
Designer: Viktor Wätterbäck (Åkestam Holst)
Account Director: Fredrik Widén (Åkestam Holst)
Client: Louise Gauffin (Save the Children)
Client: Pernilla Norström (Save the Children)
Other: Tony Sajdak (Perfect Fools)
Other: Tony Högqvist (Perfect Fools)
Web Production: (Perfect Fools)
Media placement: Cyber - Website - 19 January 2011
Media placement: Cyber - E-DM - 19 January 2011
Media placement: Cyber - Banner - 19 January 2011
Summary of the Campaign
Save the Children is the leading independent organization creating lasting change for children in need around the world.
It's never been easier to take pictures of yourself and publish them online via blogs and social networks. But what if they are modified or end up somewhere you never intended? Would you even know about it? Unfortunately, this happens more often than you think, especially to young people.
We decided to make it easier to keep track of your pictures online. We created Picture Protect - an online tool based on TinEye, a reverse image search engine.
The result: Over 330.000 picture protect searches in the first three months. PR-value of at least 2.3 M Euro. The expression "to Picture Protect" is rapidly growing in the blogosphere. But the only result that really matters is; for some kids out there, Picture Protect makes all the difference in the world.
The Situation
Save the Children is the leading independent organization creating lasting change for children in need around the world.
It's never been easier to take pictures of yourself and publish them online via blogs and social networks. But what if they are modified or end up somewhere you never intended? Would you even know about it? Unfortunately, this happens more often than you think, especially to young people.
The Goal
Create as much buzz and pr-value as possible. Primary teach kids about online publishing of pictures. Secondary, prevent illegal spreading.
The Strategy
We decided to make it easier to keep track of your pictures online. We created Picture Protect - an online tool based on TinEye, a reverse image search engine.
Execution
Submit your image to Picture Protect to find out where it has been spread, how it is being used and if modified versions exist. Sign up and every time your picture is published somewhere, you'll be notified. Inside the tool, Save the Children can use their expertise to further help people with advise and counselling.
Documented Results
Over 330.000 picture protect searches in the first three months. PR-value of at least 2.3 M Euro. The expression "to Picture Protect" is rapidly growing in the blogosphere.
But the only result that really matters is; for some kids out there, Picture Protect makes all the difference in the world.