Breaking Free from Porn
Today, porn sites receive more website traffic in the U.S. than Twitter, Instagram, TikTok, Netflix, Pinterest, and Zoom combined, with 91.5% of men and 60.2% of women reporting that they’ve consumed porn in the past month. Despite porn’s popularity, research shows that people who consume porn tend to have some of the lowest reports of emotional and mental wellbeing.
Recognizing porn as a danger to its consumers, The Halcyon Movement hired Longbeard to launch a campaign that would not only educate people on the scientifically-proven risks of porn consumption, but provide them with the tools they need to kick a porn habit.
The Challenge
Assembling a campaign landing page that would convince active consumers of porn to stop consuming porn and equip them with the tools necessary to jump start their recovery from porn addiction.
The Outcome
49.97% of users who visited the campaign landing page clicked the “I need help” resource to help them recover from porn addiction. The best part? The cost of getting a visitor to our landing page was only $0.32. That’s money well spent when you are helping someone kick porn addiction.
The Objective
To convince people with porn addictions to quit consuming porn and provide them the tools they need to do so.
The Challenges
- Design. Designing a Google ad that would capture the attention of users looking to quit consuming porn, actively searching for porn to consume, or feeling guilty about consuming porn, and drive them to our campaign landing page.
- Education. We hypothesized that most users would know little about the negative effects of porn and that some users, content with their porn habits, would be opposed to learning about these effects, so we were challenged to gather facts that would not only educate users on porn’s risks but convince them to take preventative action against these risks (i.e. quit porn).
- Content. Curating an informational campaign landing page that would reveal the shocking personal and social consequences of porn consumption and be a catalyst for recovery from porn addiction.
- Resources. Identifying three resources that could serve as toolkits for people who wanted to A. quit porn, B. help someone quit porn, or C. spread the word about the consequences of porn consumption.
Given that porn is addictive in ways similar to a drug, we hypothesized that those who were looking for tools to break free of their addiction had reached rock bottom and were looking for a lifeline.
Matthew H. Sanders
CEO of Longbeard
The Insights
- Resource Clicks. As it relates to the three resources presented on our campaign landing page, 49.97% of users who reviewed our facts about porn addiction clicked the “I need help” resource. In other words, almost 50% of users who accessed the landing page sought personal help with porn addiction. This means that the majority of visitors to our campaign landing page personally struggled with porn consumption and took interest in the campaign for that reason.
- Demographics. 50.2% of users who clicked the “I need help” resource were between the ages of 25 and 44, while 73.5% of users who clicked the “I need help” resource were male. This demonstrates that men between the ages of 25 and 44 dealing with porn addiction were highly receptive to our campaign.
- Google Search. The two most popular Google searches to bring people to the campaign landing page were “how to stop porn addiction” and “how to quit porn”. This shows that even though our intended audience had been current porn users, our majority audience turned out to be porn users looking to quit.
When we reviewed the data we were surprised that nearly 50% of visitors to the website ended up seeking out a tool to help them break free from a personal addiction to porn. Our data validates that there is a very large market for free online tools to help treat porn addiction.
Matthew H. Sanders
CEO of Longbeard
The Outcome
- Helping Porn Addicts. Nearly 50% of visitors to the campaign landing page accessed digital resources to quit porn.
- Spreading Awareness. Visitors to the campaign landing page were made aware of the personal and social risks of porn consumption, scientifically compelling reasons to quit, and resources for quitting from respected organizations like Fight The New Drug and Truth About Porn.
With Longbeard’s marketing insights, we were able to get thousands of people to take a step towards healing from their addiction.
Timothy Jeffries
CEO of The Halcyon Movement
