The National Crime Agency (NCA) led a pioneering, data-driven campaign targeting teenage boys at risk of financially motivated sexual extortion (FMSE), also called sextortion. FMSE involves criminals threatening to share intimate images of victims unless they pay them money. This poses serious harm to victims, including cases of suicide following threats to release compromising images. Research showed boys aged 15–17 were particularly vulnerable, with 74% unable to understand FMSE.

Using pre-campaign research, behavioural science, and rigorous media evaluation, the NCA designed a targeted campaign that reached 348,000 boys—29% of the UK population of boys in this age group—with over 142 million impressions ( 449% above target). Channel optimisation and behavioural insights enabled cost-effective delivery, saving £32,000 and maintaining an impression cost at just 18% of benchmark levels.

The campaign achieved a 67% reduction in the number of boys who would share a nude image of themselves with strangers online, a 12% increase in awareness of FMSE warning signs, and a 7% improvement in reporting intentions. Visits to the campaign landing page increased by 185%. With an estimated potential saving of £1.46 million to the UK economy and the likelihood of saving at least one life, the campaign demonstrates remarkable social and economic impact.

The project also established a replicable analytical framework for evaluating safeguarding campaigns, combining evidence-based planning, behavioural insights, and rigorous evaluation. This innovative approach sets a new standard for government campaigns addressing sensitive issues, protecting vulnerable groups, and maximising public value.