We created a campaign on Instagram that directly showed potential targets for online predators, how stalkers, paedophiles and rapists prey on information shared socially by them.

We created three Instagram profiles to represent the most prevalent online predators: @a__paed0phile, @a__rapi5t, @a__stalk3r. We liked, followed and commented on pictures using relevant hashtags and location tags. The profiles targetted mothers who post their kids pictures, young girls who tag their current locations and provocative posts by young women.

Once they checked the profiles of the predators, our campaign message was revealed. They were advised to be careful of what they post online. A link led them to social media tips, hosted by Empower. They were encouraged to share the message, giving the campaign its viral effect.

The campaign reached "insta-fame" in just 2 weeks. The campaign was seen by 368,000 people and shared by various Instagram celebrities, further promoting our cause to educate users on Internet safety.