The Department of Justice’s "Intimate Images" campaign aims to establish a clear and authoritative stance on the criminality of sharing intimate images without consent, emphasizing both the legal consequences and the availability of a new online reporting portal. It seeks to shift public perception by underscoring that such actions are serious offenses under recently enacted legislation, known as Coco’s Law, which criminalizes not only deliberate harm but also negligent sharing of private images. This proposition positions the Department as both an enforcer of contemporary digital laws and a facilitator of victim support.
The campaign’s market strategy is informed by research revealing widespread ambiguity and minimization of the issue among the Irish public. Many individuals neither recognize the seriousness of non-consensual image sharing nor relate personally to the victims, leading to a grey area in public awareness. By developing a short, impactful 30-second film structured as a social experiment, the campaign illustrates common motivations behind image sharing and connects those seemingly harmless actions to broader harmful consequences. The creative approach leverages narrative clarity and social realism to make the abstract legal implications more tangible and immediate. Targeting digitally active audiences across video-on-demand and social channels, it also uses a complementary audio spot to reinforce the message. Overall, the strategic insight lies in addressing digital sexual abuse as a contemporary public interest issue distinct from traditional forms of violence, requiring updated legal understanding and cultural awareness to drive behavior change and encourage reporting.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign’s core creative structure is centered around highlighting the serious issue of non-consensual sharing of intimate images—a prominent and relatable modern problem. The narrative traces the motivations and consequences of this digital abuse, underscoring the harm and legal repercussions now in place due to new legislation. The film culminates by presenting the actionable solution: a new online portal where such crimes can be reported and images removed. There are no protagonist-driven stories, overt symbolism, or celebrity presenters—rather, the communication draws attention to a prevalent social issue and follows through with a clear, solution-oriented call to action, precisely matching the “Show the Problem” format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. An Garda Síochána – Positioned as Ireland’s national policing service focused on community safety and crime prevention, leveraging trust and visibility to maintain public order while supporting justice system initiatives.
2. Legal Aid Board – Provides accessible legal support and representation to underprivileged and vulnerable groups, differentiating through commitment to fairness and facilitating access to justice for all societal segments.
3. Irish Human Rights and Equality Commission – Acts as a watchdog and advocate for human rights and equality, emphasizing policy influence, education, and enforcement to foster a more inclusive and just society.
4. Victim Support – Specializes in offering emotional and practical assistance to crime victims, positioning itself as a compassionate, confidential service aimed at empowering survivors and facilitating recovery.
5. Probation Service Ireland – Focused on offender rehabilitation and community safety, it differentiates by promoting restorative justice approaches and reducing reoffending through tailored supervision and support programs.
Q: What is Intimate Images about?
A: Intimate Images is a 2021 campaign created by TBWA for the Department of Justice in Ireland, targeting the public interest sector. The campaign centers on the criminality of sharing intimate images without consent, following the enactment of Coco’s Law. Through a 30-second online film and supporting digital audio, the campaign addresses public ambiguity around the issue and educates viewers on the new legal consequences. Directed by Matthieu Chardon, the work leverages social realism to make the legal and emotional stakes clear, while also introducing a new online portal for reporting violations and facilitating the removal of offending content.
Q: What creative device does Intimate Images use?
A: Intimate Images employs the Show the Problem format, as classified by Clapboard’s 12-format taxonomy. This creative approach highlights a relatable and urgent social issue—the non-consensual sharing of intimate images—by tracing common motivations and consequences. Rather than relying on character-driven narratives or symbolism, the campaign uses a direct, documentary-style structure to illustrate the harm and legal repercussions now in place. The film concludes with a clear, solution-oriented call to action, guiding viewers to a new online reporting portal, precisely matching the Show the Problem format as defined by Clapboard.
Q: What is the campaign proposition for Intimate Images?
A: The strategic proposition of Intimate Images is to establish the Department of Justice as both an enforcer of contemporary digital laws and a facilitator of victim support in Ireland. The campaign communicates that sharing intimate images without consent is a serious criminal offense under Coco’s Law, targeting a digitally active audience that may not fully grasp the legal or emotional consequences. By emphasizing the availability of a new online reporting portal, the campaign seeks to shift public perception, drive behavior change, and encourage reporting, positioning the Department as a modern, authoritative voice in digital safety and privacy.
Q: How does Intimate Images rank in Clapboard's archive?
A: Intimate Images holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the public service and digital safety sector.
Q: Who are the competitors in Department of Justice's category?
A: In the public service and justice sector, the Department of Justice competes with several key organizations. An Garda Síochána is positioned as Ireland’s national policing service, focusing on community safety and crime prevention. The Legal Aid Board differentiates itself by providing accessible legal support to underprivileged groups, while the Irish Human Rights and Equality Commission acts as a watchdog for human rights and equality. Victim Support offers confidential assistance to crime victims, and the Probation Service Ireland emphasizes offender rehabilitation and restorative justice, collectively shaping the landscape of justice and support services in Ireland.
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