protecting children across multiple markets

the challenge

Action was appointed by WeProtect Global Alliance to execute an international campaign to communicate the results of the Alliance’s 2021 Global Threat Assessment report. WeProtect Global Alliance is an independent global movement of over 200 governments, private sector companies and civil society organisations working together to transform the global response to child sexual exploitation and abuse online. ​

The client wanted an agency who could deliver a truly global launch campaign, building understanding of child sexual exploitation and abuse online and galvanising support for increased prioritisation of the issue across the world.

our approach

The MarComms team of Action 360^x team was responsible for creating the global media strategy for the Global Threat Assessment report, creating the materials for the media outreach and executing the campaign across 20 countries and six continents. To maximise the impact of the campaign, the team divided the focus markets into four clusters, with each cluster demonstrating synergies in language, culture and time zones.​

Each cluster had a tier 1 market acting as the epicentre of the cluster’s activities, such as hosting a virtual media event, organising interviews for client spokespeople and proactively driving coverage for the Global Threat Assessment report.  Meanwhile, tier 2 markets also engaged local media through press release distribution and interviews. ​

Jess Lishak, Head of Communications and Engagement, WeProtect Global Alliance, said: “We were really impressed with the international hub approach of Action Global Communications because it allowed us to have a central point of contact and partner to develop the overall campaign materials with while also having the benefit of on-the-ground networks and knowledge in our target countries across six continents.” ​

Markets: UK, US, Germany, Russia, Poland, Romania, South Africa, UAE, Saudi Arabia, Qatar, Oman, Kuwait, Bahrain, Australia, India, Philippines, Mexico, Brazil, Columbia & Peru