The RCMP needed a disruptive, youth-focused campaign designed to start conversations, shift culture, and empower kids to get help.

A bold, disruptive awareness campaign built to reach youth when it matters most.

The RCMP needed a campaign powerful enough to break through the noise and reach one of the most difficult demographics: youth ages 8–17. Traditional government messaging wasn’t going to work, not for an audience that scrolls fast, ignores anything authoritative, and spends up to seven hours a day on their phones.

Studiothink was brought in to create a campaign that was disruptive, unexpected, and effective; a campaign that would resonate with kids and teens, spark conversation, and most importantly, give them the tools and confidence to get help if sextortion happens to them.

The challenge was simple. To protect kids, we had to speak their language. Unfiltered. Real. Unafraid. And honest enough to get their attention.

Guided by the pillars of Disrupt. Educate. Empower, we developed creative concepts unexpected enough to stop the scroll, but with real sextortion phrasing to force a double-take.

At the core of this campaign was empowerment, with every message reinforcing what to do, that help is available, it is not their fault, and they are not alone.

The problem

Youth 8-17 years old are increasingly targeted by sextortion, yet the tone and visuals traditionally used in public safety messaging fall flat with this age group. They are typically based on fear, easy to overlook, and don’t resonate with the target audience.

The challenges were clear:

• Youth reject anything that feels like a PSA.
• Heavy-handed warnings only increase shame and silence.
• Kids and teens respond to peer language, not authority.
• Their online environments are overstimulated, making average content invisible.
• Many experience anxiety, depression, or social pressure, increasing vulnerability.
• Parents often underestimate risk or don’t know how to support their children.

The RCMP needed a campaign that kids would actually pay attention to: content that grabbed their attention, spoke their language, gave them real tools, and made them feel supported rather than judged.

The solution

Studiothink developed the “Show Me Your (emoji)” campaign, a single, powerful concept designed to jolt attention, spark conversation, and guide youth toward help.

Built with a mix of bold humour and real-world guidance, the campaign acknowledges the digital reality kids live in while empowering them with the tools they need and a shame-free way forward.

Key components included:

• Posters, billboards, bus ads and print assets using campaign slogans and emoji-driven messaging
• Social media carousels for schools and community groups
• Clear CTAs with a QR code for resources
• Supportive messaging such as “If it feels wrong, it is wrong” and “Help is available”

Instead of shaming or scaring kids, the campaign gives them:

• The realization that there is shame-free help
• The awareness to recognize red flags
• The steps to take if it’s already happened
• The reassurance that they are not alone

The result is a campaign that resonates, engages, and empowers—exactly what youth need, when they need it most. And bonus? A conversation that was picked up by news outlets, brought into homes, and sparked at schools.