Picture Protect to Save The Children

Akestam Holst and Perfect Fools in Sweden have launched “Picture Protect“, (Bildkollen in Swedish) an online project for Save The Children. Based on TinEye, a reverse image search engine, the sites help children and their parents find out when their photographs have been published online without their consent. The site allows children to submit their images to find out where they have been spread, how they are being used and if modified versions of the images exist. Inside the tool, Save the Children use their expertise to further help the kids by giving advise and counselling. The project, despite having no media budget, has received over €2M worth of media coverage, with the expression “to picture protect” rapidly growing in the blogosphere. Over 160,000 Picture Protect searches have been conducted in the first three months.

Bildkollen Picture Protect site

See the case study video online.


The Picture Protect project was developed at Åkestam Holst by creative director Martin Cedergren, copywriter Kalle Åkestam, account director Fredrik Widén, web designers Ellinor Bjarnolf and Viktor Wätterbäck, and at Perfect Fools by chief technical officer Tony Sajdak and creative director Tony Högqvist.