Javelin has developed a nationwide information campaign for the Department of Justice to inform and educate citizens that threatening to share intimate imagery without consent is illegal and an offence, regardless of the intention.
In September 2021, following on from the commencement of Coco’s Law (the Harassment, Harmful Communications and Related Offences Act 2020), the Department of Justice launched the first phase of a campaign to raise awareness of intimate image abuse and to better inform people of the strong legislation in place to combat it.
The first phase focused on the sharing of intimate images without consent and highlighted that this is a criminal offence regardless of the motivation for doing so. It also provided information for victims about reporting it to An Garda Síochána for investigation and/or to Hotline.ie to have the image(s) taken down from the internet.
Phase two of the campaign, developed by Javelin, now focuses on raising awareness that it is illegal to threaten to share an intimate image of another person. The assets seek to ensure victims are aware of the protections available to them, but they are focused on the actions of the perpetrator.
The “Serious Consequences” campaign is based on research indicating the increasing normality of the sharing of intimate imagery, and the devastating impact it has on victims lives.
The aim of the campaign is to build understanding of the seriousness of the consequences for offenders of this crime and the role victims of it can play, by taking action. While being supported in doing so. This is not a victimless crime and there are consequences. The advertising reinforces the boundaries that need to be set.
The campaign is currently running across TV, cinema, radio, digital outdoor, digital and social media with further advertising activity planned for September.
“This campaign is of paramount importance,” says Ken Ivory, director, Javelin.
“It aims to change the perception that threatening to share intimate images in any circumstances is acceptable, but more importantly, to encourage the victims to report it if someone threatens to share their intimate images. They shouldn’t be embarrassed or fearful of coming forward. It has been a privilege for Javelin to be part of communicating such an important message.” –
Director: Ken Ivory
Creative Directors: Adrian Cosgrove, Cathal O’Flaherty
Senior Copywriter: Des Kavanagh
Art Director: Darren McDonnell
Head of Studio: Katie Dobbin
Senior Account Director: Sarah-Lee Saunders
Strategic Planning Director: Yusuf Karimjee
Producer/Production House: Andy Bradford, Sweet Media
Media Agency: PHD
Client: Department of Justice, Antoinette Doran, Jason O’Brien, Daniel Fitzpatrick