Anti-Paedophilia Campaign 'Sweetie' Used 3D Avatar of Child to Catch Offenders

Campaign by Lemz Was Created to Combat Webcam Sex Tourism

Published on

Editor's Pick

"Sweetie," a campaign from the child exploitation charity Terre des Hommes, is being justifiably rewarded by the creative shows for its effective use of an avatar to catch international paeodophiles. The project was created by Dutch agency Lemz to combat Webcam Child Sex Tourism - a growing problem in which men from rich countries pay children in poor countries to perform sexual acts in front of webcams. To raise awareness and pressure governments to act, the agency created "Sweetie," a 3D avatar of a fake 10-year-old Filipino girl. In two months, the girl lured a thousand predators from 71 countries online -- enabling the agency to capture their details (using Google, Facebook and other sources) and hand them over to Interpol. The case study video, seen here, makes harrowing, but fascinating, viewing.

The campaign won a Black Pencil at D&AD.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Jun 18, 2014
Terre des Hommes
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age