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Case Study - RESEARCH ASSIGNMENT FOR THE NOT FOR PROFIT SECTOR

Internet Watch Foundation Case Study

“The Internet Watch Foundation chose Blue Donkey Intelligent Telemarketing on recommendation to carry out this research project on behalf of the IWF. They were selected over two other agencies because of their excellent reputation for producing quality results.

The research revealed a startling lack of awareness amongst IT Managers around the changes in legislation about how to handle illegal content in the workplace and on company networks.

Blue Donkey’s approach is very personal and they worked with the IWF on what was a potentially complex area to research. They took the time to understand the ethos of the organisation. They became familiar with the IWF’s role and remit and did the background work for this study. This ensured the best results were achieved. Blue Donkey were able to work with the IWF and develop the results to make certain objectives were met.

As a result, Blue Donkey were chosen again for subsequent research projects and help with events linked to this campaign.

“Everyone was extremely pleased with the research and the way it was collated. We found it very interesting and enlightening, if somewhat alarming. Completing the research has enabled us to focus our campaign effectively and address the central issues around lack of awareness and understanding. This would have been much more difficult without the surveys, which formed our initial interaction with our target audience.” commented Fay MacDonald, Communications Co-ordinator at the Internet Watch Foundation.

Introduction

The Sex Offences Act 2003 came into force in May 2004 and includes the IWF as the only named relevant authority outside of UK Law Enforcement Agencies, able to receive and assess potentially illegal images.

Overview of the Internet Watch Foundation

The IWF is the only authorised organisation in the UK providing an internet ‘hotline’ for the public to report their exposure to illegal content online with specific reference to child abuse images.

The foundation is a not-for-profit organisation and works in partnership with UK Government Departments such as the Home Office and the Department of Trade and Industry to influence initiatives and programmes developed to combat online abuse.

Funded by the EU and the UK internet industry including Internet Service Providers (ISPs), Mobile Operators & manufacturers, Content Service Providers (CSPs) and telecommunications & software companies, the IWF helps ISPs to combat abuse of their services by operating a ‘notice and take down’ service which alerts them to any illegal content found on their system.

The foundation provides an Internet ‘hotline’ for the general public to report illegal content, with particular reference to child abuse images. Material reported to the IWF internet hotline is assessed by specially trained Internet Content Analysts.

All material reported is assessed and its origins are traced. These details are passed to the relevant country’s Law Enforcement Agencies via a network of international hotlines (www.inhope.org) and Interpol.

As a result of the work of the IWF, the amount of illegal content hosted in the UK has been reduced from 18% in 1997 to less than 1% by the end of 2004.

Blue Donkey’s Research Brief

Blue Donkey’s IWF research contract was won on the back of the recent amendment to the Sexual Offences Act 2003.

The purpose of the survey was to find out companies’ awareness of amendments to the Sexual Offences Act 2003 that came into force on 1st May 2004 and to establish what processes are in place to monitor Internet usage within the workplace.

The mechanism for the research was a survey, compiled by the IWF, specifically with IT Directors, Chief Technical Officers, and System Administrators; eg: those responsible for Internet usage within their organisation in mind.

Objectives

The Internet Watch Foundation required:

1000 completed surveys (from a total of 4000 records)

Implementation

Blue Donkey were required to:

- Reach the target number of completed surveys per hour
- Use “Gatekeeper” skills to get through to the required person
- Ask the required questions in a manner reflective of the call recipient
- Complete the survey correctly with all questions answered as fully as possible

Owing to the intuitive philosophy employed at Blue Donkey, staff were adept at handling the extremely sensitive nature of the subject and one that is not easy to discuss. Blue Donkey’s intelligent and collaborative approach to research made it possible to establish deep-seated feelings and concerns where a standard questionnaire format would simply not have worked.

Calls

The survey consisted of 10 questions requiring answers by the person responsible for Internet usage within the organisation. The surveys are important and the calls needed to reflect that message. They needed to be conducted sensitively and all feedback recorded with utmost care and accuracy, identifying any potential issues about which the Home Office and DTI need notification”.

The aim of the survey was to establish how many Companies demonstrated awareness. The results were fed back to the Home Office and Department of Trade & Industry, helping to understand what measures were needed to raise awareness and determine in what direction any media activity needed to be focused.

The Results

Nearly 90% had not heard of these amendments, offering guidelines on how to deal with illegal child abuse images which systems administrators may be exposed to when monitoring company systems. The law now affords these IT professionals some protection in their day-to-day work of viewing such internet content if and when they need to preserve such images for legal evidence.

The information complied will be shared with the DTI, Law Enforcement Agencies, other relevant organisations and the Media. It will also be incorporated into the Internet Watch Foundation’s awareness programme and guidelines.

The IWF, in partnership with many other organisations, has an education and awareness role. As more and more people make increasing use of the Internet, some of the problems of Internet use - particularly the risks to children - and the mechanisms for dealing with these problems are better known and understood.

All material reported is assessed and details are passed on to the relevant Law Enforcement Agencies. Through the information passed on to the Police, the IWF endeavour to assist in the tracing of individuals responsible for such criminal activity online and have contributed to many arrests and court cases.

Appendix

Sexual Offences Act 2003: Key changes (England and Wales)

The following are extracts from the Sexual Offences Act 2003 (SOA 2003), which came into force on the 1st May 2004. This act will amend the Protection of Children Act 1978 accordingly.

- S.45 Indecent Photographs of persons aged 16 or 17.

The Protection of Children Act 1978 – meaning of “child” – increased from 16 to 18 years of age.

Section 45 amends the Protection of Children Act 1978 so that the offences of taking, making, permitting to take, distributing, showing, possessing with intent to distribute, advertising indecent photographs of children will now also be applicable to children up to the age of 18 years.

The research revealed a startling lack of awareness amongst IT Managers around the changes in legislation about how to handle illegal content in the workplace and on company networks.

For more information see: http://www.bluedonkey.co.uk/

For more information see: www.iwf.org.uk

18/07/05/kb03

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