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When we asked people to help us in whatever capacity to help stop Webcam Child Sex Tourism, no one hesitated to join the cause.
People donated huge numbers of hours and huge amounts of resources to make this a success.
The “Becoming Sweetie” campaign had a lofty aim: to mobilize the world to end webcam child sex tourism.
To achieve that goal for Terre des Hommes, a children’s rights organization, the Amsterdam agency Lemz created an online sting operation designed to show how predators from all over the world are eager and willing to take advantage of kids and how it is possible to identify them. While she appeared to be a real child, she was actually a computer-generated character.
The Sweetie project was born when I was sitting at home early one morning, drinking coffee and reading the paper. It was about this growing new form of online child sexual exploitation, which we later named webcam child sex tourism.
The article included quotes and information from Terre des Hommes Netherlands, who are really at the forefront of the fight against this exploitation.
We came to them with the almost impossible task of creating a 3-D child that looks and moves so realistically that 1,000 adults around the world would not question her authenticity. Thanks mostly to the credit of our art directors and the 3-D animators that that never happened.
As a marketer, the model I used to understand this problem was one of supply and demand: It was clear to me that the demand-side needed to be stopped in order to stop growth of the “supply” of child victims.
Our art directors worked with the master artists and animators at Motek Entertainment and Brekel 3D.
I can’t speak highly enough about the skill and dedication of those guys who were working long after normal working hours to develop and perfect Sweetie. Sweetie had to be totally convincing because if one predator suspected her of being a trap, it’s highly likely that he would sound the alarm through his network and the entire operation would be blown.
And as I read further, what struck me–in addition to the horrifying brutality of this kind of child abuse–was the fact that law enforcement agencies around the world are doing so little to stop the men who pay for this abuse.
Most of the child victims live in developing nations, while most of the men who abuse them live in wealthy countries, including the Netherlands.