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Online predators upload 10,000+ new child sexual abuse material images daily. This epidemic continues to grow in Canada, yet the issue receives little attention in the country. The Canadian Centre for Child Protection needed meaningful attention and support on this issue from media, government, and the Canadian public. No Fixed Adress learned that the term ‘lolli’ is online code child sex offenders use to reference their victims. So they leveraged the cultural trend of Instagrammable po-pups to draw in national media, thousands of Canadians, policy makers including Toronto Mayor John Tory, and even the New York Times.