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McCann London's 'Sexxenger' Highlights the Potential Dangers of the Internet

McCann EMEA, 7 months, 3 weeks ago

Innocence in Danger campaign illustrates the importance of parental supervision online

McCann London's 'Sexxenger' Highlights the Potential Dangers of the Internet

Innocence in Danger, the charity for the protection of children from abuse and violence, has launched a press and outdoor campaign highlighting the potential dangers that lurk within the internet.

The campaign, created by McCann London, features a seemingly innocent message from an online conversation. However, there is more to this message than would meet a child’s eye, and adults will recognise the phallic shape of the speech bubbles. 

The campaign shows how sexual predators use social networks and messaging to contact their unsuspecting young victims.

The 'Sexxenger' campaign illustrates the importance of parental supervision in protecting children from what they can’t see, and will run in print publications and on outdoor sites  across the UK from Wednesday, 3rd February.

Rob Doubal, Co President & Chief Creative Officer at McCann, said: “I, like most parents, can become blind sighted by the threat the internet poses to children – which is why we crafted provocative imagery that requires adult understanding to deliver our message.”

Homayra Sellier, Founder and President of Innocence in Danger, said: “All too often parents leave their children to use the internet unsupervised, unaware of the dangers it can pose. We hope that this campaign opens their eyes to the potential dangers, so that they can take the necessary precautions and remain vigilant at all times.”


Artist: Viren Patel

Creative Agency

Account Manager: Charlotte Habin

Chief Creative Officer: Rob Doubal, Laurence Thomson

Creative Director: Jean-Laurent Py, Chad Warner

Copywriter: Jean-Laurent Py

Art Director: Julien De Preux

Account Director: AJ Coyne

Designer: Julien De Preux

Producer: Sarah-Louise van Uden

Managing Partner: Tom Wong

Creative Agency: McCann London

Account Executive: Charlotte Walters

Head of Art: Michael Thomason

Print Producer: Liam White

Project Director: Metz Fasano

Studio Manager: Ellis Faint

Head of Integrated Production: Sergio Lopez

Media Agency

Media Agency: Universal McCann

Category: Corporate and social , Safety

Genre: Print