Deepfakes. Nudifying apps. Manipulative AI chatbots.
Technology is changing the ways young people experience sexual harm — but the language, education and safeguards around them are struggling to keep up.
That’s the reality behind Call It What It Is, our new campaign with Everyone’s Invited.
The campaign helps young people recognise and name AI-accelerated sexual harm, while giving them a safe route to share their experiences anonymously and building wider public understanding of an issue that too often stays hidden behind screens.
Our challenge was to take forms of harm that can feel new, invisible or easy to dismiss and make them impossible to ignore.
At the centre of the campaign is a large-scale billboard inspired by one of the most recognisable symbols of school life: the signed leavers’ shirt.
But instead of memories and in-jokes, these shirts carry testimonies based on real experiences of AI-enabled sexual harm, from fake nude images being shared around school to young people feeling more understood by chatbots than by the adults around them.
By taking experiences usually confined to private messages, phones and screens and putting them into public view, the work asks audiences to recognise these harms for what they are.
Because if we can call it what it is, it becomes harder to dismiss.
The billboard launches as part of a wider campaign ecosystem spanning OOH, social, education and Everyone’s Invited’s anonymous testimony platform, creating a space for young people to share what has happened to them and helping build the evidence needed to push for meaningful change.
Because technology isn’t just hosting existing forms of sexual harm.
It’s accelerating them.
