With launch of the iPhone 15 approaching, Heat Initiative had the opportunity to redirect the public’s attention and use it to call directly on Apple to deliver on their commitment to detect, report, and remove child sexual abuse images and videos from iCloud.

As the new iPhone dropped, so did our pressure-building campaign.
We sent the message by flying a plane over Apple’s Cupertino headquarters, deploying a fleet of mobile billboards, surrounding prominent Apple Stores with wild postings, and running a full page advertisement in the New York Times.

Through this campaign, we helped Heat Initiative – a new organization with little name recognition – punch above their weight. As this campaign gained national attention, we pressured Apple into delivering a rare public response.