Our brief was to change the law.

In the UK, sharing an explicit image without someone’s consent is illegal, but threatening to do so is not; over 4m women have experienced this form of domestic abuse.

Refuge exists to protect women from domestic abuse; our campaign therefore sought to expose this loophole in the law, and to pressurise the UK government into changing the law.

In the UK, sharing an explicit image without someone’s consent is illegal, but threatening to do so is not; over 4m women have experienced this form of domestic abuse.

Refuge exists to protect women from domestic abuse; our campaign therefore sought to expose this loophole in the law, and to pressurise the UK government into making it illegal.

Changing the law in the UK is a time-consuming and competitive process overseen by a very small but influential group of politicians led by the Home Secretary, Priti Patel. If we were big pharma or tobacco, we’d pay men in suits a lot of money to pressure the government behind closed doors. But we don’t have money, or men in suits.

So we made the issue real and told real survivor stories in a way the national press wouldn’t be able to ignore.

We used digital and social media iconography to turn these survivor stories into modern day ransom notes and seeded them on social platforms with huge female audiences; “hacking” the Insta Stories of Cosmopolitan and partnering with Zara McDermott and Olivia Colman.

‘The Naked Threat’ became a banner for both the press and public to get behind.

First, we created animated survivor stories in the style of modern day ransom notes. Then we hacked popular UK media publisher, Cosmopolitan’s Instagram stories, targeting their female audience with what looked like an ordinary article about sexting, but quickly morphed into a shocking survivor story.

Next influencer Zara McDermott told her own story of image based abuse, fronting the campaign alongside real survivor Natasha Saunders. They took The Naked Threat campaign direct to the houses of parliament in an national PR event that made every major newspaper in the country.

The Naked Threat campaign also featured in a BBC documentary about Zara.

Finally, Olivia Colman directly targeted Home Secretary Priti Patel with a personal plea to change the law, again hitting headlines nationwide.

All campaign comms directed people to email, tweet or message their direct either their MP or the Home Secretary herself, Priti Patel.

This campaign had one aim: to change the law.

We achieved that goal.

On March 1st, the UK government announced that “Threats to share intimate images would be made illegal throughout England and Wales.” This change to national law has been described as “gold standard” legislation by the charity.

In the first week, The Naked Threat campaign reached 835.7k accounts on Instagram, an increase of 1118.1%.

Our Houses of Parliament stunt featured in every major news publication and garnered additional support from a host of other celebrities, ultimately resulting in influencers Zara McDermott and survivor Natasha being invited on news and magazine programmes.

More than 45,000 emails from the public to MPs demanding a change to the law.

The campaign featured in a BBC documentary about Zara McDermott’s experience of revenge porn.

The Dear Priti video went viral with over 160k views in 4 hours.