VANCOUVER, British Columbia - s4story -- A new RCMP-led sextortion awareness campaign is turning heads across British Columbia, and not everyone knows what to make of it.

With bold visuals, sharp language, and a tone that breaks from the traditional, the campaign is now live across transit shelters and digital platforms in Vancouver, the Lower Mainland, and Victoria. It's already igniting a wave of online conversation: from heated Reddit threads and Instagram reels to LinkedIn commentary.

The response? Divided.

Some are praising the campaign's unapologetic tone and relevance to how teens actually communicate. Others are calling it uncomfortable or too in-your-face. But to the RCMP, that reaction means it's working.

"If this campaign makes people uncomfortable or sparks shock — good," says Chief Superintendent Elija Rain, Officer in Charge of BC RCMP Major Crime Section.

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"It is designed to get your attention, as sextortion is a serious issue and staying quiet isn't an option. Traditional approaches haven't always reached the people who need them most, so we're doing things differently — louder, bolder, and more direct. This campaign is about starting real conversations, using symbols youth use, to raise awareness and prevent sextortion, especially among those between the ages of 8–17 years old."

The campaign directs viewers to a dedicated RCMP resource page via QR code, offering practical tools and information for youth, parents, and educators.

Images and creative samples are available upon request.
Interviews can be arranged with an RCMP spokesperson.

Help Start the Conversation. Share the campaign or visit https://rcmp.ca/en/bc/safety-tips/online-safety/what-to-do-sextortion