“Think Before You Share” - How did a lemon prevent children from becoming victims of child sexual abuse?

Teenagers are growing up in a world where sharing nudes has become normal - contributing to a horrific rise in child sexual abuse material online.

That’s why the Internet Watch Foundation partnered with Consider for the second year, running a communications campaign to get teenagers, parents and educators talking about the issue, de-normalising nude sharing.

The creative idea was simple: sexualised fruit, pushed to the limits of what’s shareable. Co-created with a diverse range of young people and survivors of child sexual abuse, the campaign was designed to be remembered – while being sensitive to real trauma. Paired with a one-line heuristic, ‘Think Before You Share’, the campaign did stop teenagers scrolling.

We built on 2025’s success, once again smashing benchmarks for communications campaigns – securing 60 million more impressions, 300,000 clicks, and performance way above platform averages, including a remarkable 97% YouTube watch-through rate.

Most importantly, it really did change behaviour. Following a robust academic study from the International Policing and Public Protection Research Institute (IPPRI), 89% of young people said that, following the campaign, they’d think before sharing images of themselves – and more than 80% of parents said they’d be more likely to discuss it with their children.

We also signposted to Report Remove, the service that the IWF runs to help young people take their images and videos off the internet. During the campaign, we saw 302 visits, a 77% year on year rise, proving that our campaign got young people taking action, protecting themselves online.