At Fresh* we love challenges, and they don’t come any tougher than the one from First Step, a charity set up to support male victims of sexual abuse and their families. The message had to be strong, clear and totally focused at men between the ages of 13 and over.

Following our research we discovered a simple, little-known fact that is truly shocking! We used this as our leverage to grab attention and build awareness to ensure our target audience know that they are not alone and help and support is available. We also created additional channels for discreet contact including QR code linked to a mini website and mobile texting facility to enable victims to feel confident taking that First Step.