Everyone's Invited - Call It What It Is

Everyone’s Invited tasked us with creating a campaign that could help young people recognise and name the new forms of sexual harm being accelerated by AI.

From sexual deepfakes and nudifying apps to manipulative AI chatbots, these experiences can have very real consequences. But because the technology is new, or the content itself is dismissed as “fake”, the harm can be minimised, normalised or left without a name.

Our challenge was to make an issue that often happens invisibly, through a screen, feel immediate and impossible to dismiss.

We created Call It What It Is, a campaign designed to help young people recognise and name AI-accelerated sexual harm.

Across OOH, social, digital content and anonymous testimony, the campaign makes emerging forms of harm easier to understand, harder to dismiss and more visible in the public conversation. It gives young people language for what they are experiencing, while building a clearer picture of the scale and nature of the issue.

The campaign launched during the back-to-school period with a large-scale leavers’ shirt billboard, supported by two six-panel OOH executions focused on specific forms of AI-enabled harm.

From launch, Everyone’s Invited’s website brings together examples, support and resources, alongside a route for people to share their experiences anonymously. Social content unpacks individual harms and encourages recognition and conversation, while the growing body of testimony can help inform public education and engagement with policymakers, regulators and technology companies.