2 0 1 4
A N N U A L
R E P O R T
TABLE OF CONTENTS 03. 07. 11. 13. 14. 18. 20. 24. 30. 33.
The Problem With Pornography Our Invitation to You Letter From Executive Director Our Programs Media Program Mobilization Program Against the Grain Recovery Program 2014 Financial Review Looking Forward
THE PROBLEM WITH PORNOGRAPHY
A
t the beginning of the millennium,
seemingly infinite online archive of every
Stanford University psychologist
conceivable (and inconceivable) genre
Dr. Al Cooper dubbed online
of pornography. Limitless porn can now
pornography “the crack cocaine of
be streamed or downloaded without a
sexual addiction.” He famously created
penny spent.
the “three A’s” of Internet pornography, citing these points as the main reasons
Anonymity: The day of driving to the
behind the insidious addictive nature
wrong side of town to visit adult stores
that porn possesses:
or porn theaters is long gone. Internet porn caters to anyone and everyone
Accessibility: Welcome to the age of
who wants to view it in the comfort and
wi-fi and cellular data plans that allow
privacy of their own home. With the click
users to access the most hardcore por-
of a mouse, users can enter and leave an
nography imaginable from anywhere in
entire universe of porn without
the world with a signal. The Internet has
anyone knowing.
no closing hours and porn can now be accessed from a device that fits in
Due to these factors, today’s generation
our pockets.
is truly living in a brave new world of online activity that works as much for
Affordability: Countless, free “tube” sites (just like YouTube but with porn) create a
3
Whichever direction this generation falls, adopting positive or negative views, will determine what the majority view of pornography will be in the rising generation. the negative as it does for the positive.
“Undecideds”. This group is the target
The same tool that allows kids to collect
audience of Fight the New Drug.
vast amounts of information for their school assignment, also presents a door
Whichever direction this group falls,
into the most degrading and disturbing
adopting positive or negative views, will
pornographic material imaginable.
determine what the majority view of pornography will be in the rising gener-
Our research shows that young people
ation–creating a culture that generally
today cluster into three groups when
opposes or endorses pornography. By
it comes to their attitudes and beliefs
creating a majority in support of our
about pornography.
message we will be able to leverage that cultural shift to influence and change
The first two groups already have strong opinions, some negative and others positive about pornography. A third group, however, does not have strong beliefs about pornography. They are the “in-between” group. Our data shows that at least 30% to 40% of teens in America fit into this group and can be called the
behaviors for the better.
Do you think porn is addictive? Pre-Survey Post-Survey
7% 6%
No Undecided
Undecided
24%
Yes 66%
No
10%
Yes
87%
True or False - An overexposure to pornography can decrease your interest in a real relationship. Pre-Survey
Undecided
31%
Post-Survey
Undecided
True
56%
False
7% False
10%
True
83%
13%
True or False - Viewing pornography releases the same chemicals in your brain as other hard drugs. Pre-Survey
Undecided
43%
True
42%
False
Post-Survey
Undecided
7% 6%
False
True
87%
15%
5
1 We’re on a mission to raise awareness on the harmful effects of pornography.
WE INVITE YOU TO JOIN US. Before we can tell you what we’ve ac-
Being young and naive worked to our
complished in 2014, we need to explain
advantage as we sought to influence
who we are and how this all began.
real change in the world. We set out
Let’s start at the beginning. Flash back
on a mission to raise awareness on the
to six years ago when we were just a
harmful effects of pornography and by
few college kids sitting together in an
doing so, decreasing the demand for
apartment talking about an idea. We
it. Our goal was to spark a change in an
realized that pornography was wreaking
entire generation of young people by
havoc on so many lives; that young kids
influencing them to choose real love and
were getting caught up in its lies. We
reject the ultimate hollow counterfeit:
had all heard countless stories of how
pornography.
established relationships were being torn apart from porn’s influence and could
Fight the New Drug is becoming the
each relate a story from someone close
catalyst for that change in society. We are
to us who’s life had been affected by
on the forefront of educating and raising
this growing problem. We foresaw that
awareness on this new drug in society.
with the constant advances of modern
Check out what we’ve accomplished this
technology, the issue was only going to
past year and become a Fighter with us.
get worse. So we set out to do something about it.
7
WHO? IF NOT US, , WHEN? IF NOT NOW
9
2014 A YE A R
IN
R E V IE W
2014 was a year of truly unprecedent-
strengthened our ability to impact lives.
ed growth at Fight the New Drug. Our
We now have a movement and
awareness campaign reached another
a solution.
tier of public recognition in the past 12 months by becoming a true authority
At the beginning of the year we set
in the anti-pornography world. Our
what I thought were ambitious goals
increased visibility through social media
and before we had reached the end
and presentation tours have given wings
of the second quarter we had already
to our message like never before.
surpassed most of them. The challenges we’ve faced have pushed us to improve
The biggest addition to our efforts
and the opportunities that have crossed
this year was the launch of the much
our path have allowed us to expand.
anticipated Fortify Program. We were
2014 was a year of tremendous success
all extremely pleased with the growth
at FTND and the upswing of momentum
and acceptance of the program in such
we are still experiencing is only going to
a short amount of time. Adding the
take us even further in the New Year.
Fortify Program to our other efforts has
CLAY OLSEN EXECUTIVE DIRECTOR 11
S ION
DIA DO
CU
N ME
R TA
Y
OS
E VID B
WE
PU
MO
CO M EV MUN EN IT TS Y
BIL
IZA TIO
ST TE REET AM FU SO ND CIA RA L ISI NG
N
AP FTN PA D RE L
IFY RT FO BOOK
60 T 3 ER H G FI FILT
OT EC
PR
Y ER OV
M IFY RA RT G FO E PRO LIN
ON
C RE
NT RE ATION A P UC ED
TIO N
ME
BL
T ICA
AS S TO EMB UR LY
O U R
PROG R A M S
Media Develop all creative graphics, videos, publications and social media in order to catalyze a youth-driven movement. This includes our website, online videos, documentary film (currently in progress), and publications intended for the use of raising awareness on the harmful effects of pornography.
Mobilization Transform followers and passive observers into messengers and active social changers. We do this through social media, assembly tours, community events, the street teem, peer-to-peer fundraising, and FTND apparel.
Protection Equip, educate, and empower parents with the knowledge of how to protect young children and their families from pornography. We accomplish this through presentations for parents and publications. This program is currently under development and we are anticipating a bigger release of information regarding our plans later in 2015.
Recovery Aid young people who are struggling with the damaging effects of porn with practical negative-habit-breaking tools. We provide help to young people through a free online recovery program as well as a book version found in our store. We also offer a paid version of our recovery program for adults ages 21 and over.
13
MED I A
PRO G R A M
We truly understand the importance of media production, especially when it comes to our teen/young adult audience. If there is one thing that separates Fight
This strength allows us to connect to our
1,085,285 Views on Youtube
10 New Videos Created
the New Drug from other organizations
tricky demographic of millennials that
of its kind, it is our innovative and cre-
have grown up being bombarded with
ative content creation. We have a team
social media campaigns and advertising.
of true artists and creatives that produce
This year, our media production was ex-
98
content that is always on the forefront of
tremely well received, with many pieces
Articles Written
contemporary standards. These images,
going viral online and consistently being
videos, infographics, and articles that
shared by the thousands.
we put out are unlike anything that is being offered by the anti-porn world and much of the nonprofit world as a whole.
4 Websites Launched
Social Media Followers 2012
2013
2014
Online Growth Metrics
2013
2014 400,000
Website Traffic (www.fightthenewdrug.org)
18,231
Unique Visitors
54,420
274,927
405,978
200,000
2,084,312
JANUARY
JUNE
413
2014 VIRAL SOCIAL MEDIA POSTS
23,500
#1 Most Viral
#2 Most Viral
#3 Most Viral
AN OPEN LETTER TO Jennifer Lawrence. Today, J-Law spoke out in her first interview since the release of her hacked nudes. When we saw that she said THIS, we had no choice but to reply...
What Kim Kardashian Doesn’t Know... #FixTheInternet
When a Leading Hardcore Pornography Website Runs an Ad Campaign in an Effort of Normalize Pornography, People Fight Back. Prepare to Be Amazed.
Post Insights
Post Insights
Post Insights
19,914,752
1,793,024
1,546,240
2,193 18,843
Celebrity Endorsements
Terry Crews Actor/Athlete/Spokesperson 357k Followers
Brooks Forester TV Personality (The Bachelorette) 55k Followers
3,642,554
People Reached
Clicks
265,906
People Reached
Clicks
123,857
People Reached
Clicks
Megan Mitchell Fashion Blogger (@meg_legs) 65k Followers
15
D O CU MEN TA RY
F IL M
As part of our media efforts we are making a 3-Part documentary series on the harmful effects of pornography. Our goal is to provide teenagers the opportunity to make an educated decision regarding pornography by using the documented relational, neurological, and societal effects of pornography. We are setting out to create a 3 part documentary film that is specifically aimed at educating and connecting with teenagers. We have gathered an incredibly talented team with a wide diversity of backgrounds and have been working hard at crafting a beautiful film. Most of this year was spent in the pre-production stage, but we are now beginning to film and bring the stories to life.
EPISODE 3
EPISODE 1
EPISODE 2
Porn’s Effect on the Brain
Porn’s Effect on Relationships
Porn’s Effect on Society
This episode focuses on
In this episode we will
This episode focuses on
the effects of pornography
focus on the effects of por-
the effects of pornography
on the brain. We’ll dive
nography on relationships.
on society. We’ll dive into
into the physiological,
We’ll explore its effects not
how our society has be-
neurological, and scientific research that
only on romantic relationships but also
come immersed in pornography, how it
has been done proving porn’s harms on
everyday relationships such as friends,
has changed over the years, where we’re
the individual. We will also cover a brief
family, and classmates.
headed, and what negative impacts
overview of technology and history in
we’re seeing in our culture due to the
order to show how pornography has
increasing presence and tolerance of
become what it is today.
violent pornography.
Style Description: In order to connect the message of the film with our target audience we will heavily rely on style and creativity. The film will be energetic, exciting and youthful; filled with relevant music and ground breaking graphics. The premise of the film will be guided by a celebrity narrator who will have the persona of a cool older brother. The film will not use scare tactics, dark imagery, images of porn or anything like it. We will stay away from the typical/ cliche images of glowing computer screens in dark rooms and blurred out porn scenes. Instead, the film will be colorful, fun, humorous, witty, beautiful, surprising, and inspirational. The message will be presented in very unexpected ways, keeping the teens on their toes, never knowing what will come next. The strong emphasis on artistic style, hip music, and dynamic graphics will astonish and impress the target audience, giving the message its “cool factor�. By creating amazement in the audience with the visuals of the film, teens will feel that the message has credibility and that it is something they can trust.
Timeline: Episode 1 will be released by fall of 2015. The remaining two episodes will be released early 2016
Budget Each episode will cost roughly $250,000 with the total cost for all three episodes to be $750,000. So far, we have raised money from groups such as the Peery Foundation, the Boyer Foundation, Interstate All Battery Center, Crystal Springs Foundation, and Joe Gibbs Racing.
Distribution Fight the New Drug will leverage their connections and credibility among public schools to distribute the film through the over 27,000 public schools as well as private schools, home school networks, and universities. In addition, their partner, Catapult Concepts will help distribute through large religious communities, denominations, and para-church organizations working with young people. Other outlets include theater screenings, community presentations, and online movie rental services. 17
MOBI LI Z AT I O N
P ROG R A M
Our movement would be nothing without the support of young people all around the world who are spreading the message. Our efforts to mobilize on this import-
campaign and though we have grown
ant issue has returned huge results this
exponentially since then, we have been
past year. One of Fight the New Drug’s
strong in our efforts to maintain this
biggest weapons is our presentation
aspect of the organization. With our pop-
program. We receive an overwhelmingly
ular “Street Team’ action kits available on
positive response from every school or
our online store, we have more Fighters
community we visit with our fun and
than ever spreading the word about the
interactive assembly presentation. Fight
harmful effects of pornography on a
the New Drug started as a grassroots
community level.
ASSEMBLIES 2014 TEEN PRESENTATIONS
69
2014 MERCHANDISE INSIGHTS Countries We’ve Shipped Orders
COLLEGE PRESENTATIONS
15 PARENT PRESENTATIONS
35 STATES TOURED
9 MERCHANDISE SALES
BY THE NUMBERS
$27,236
2,723
Online Donations
Porn Kills Love Tees Sold
9,547
6,821
Units Sold
Orders Shipped
607
11
Street Team Kits Sold
New Shirts Created
2013
2014
$25,041
$152,573 19
AGAINST THE GRAIN E D U C AT IN G O N T H E H A RMFUL E FFECTS OF P ORNOGRAP HY
I
t’s a crisp, early morning that we show up at the school and meet the school counselor in the front office. After being shown to a large, empty auditorium, we begin to set up banners and posters around the stage. The PA system makes some sort of crackled announcement and soon students start pouring into the auditorium in large groups. The inaudible buzz in the room grows louder and louder as the energy level rises. After brief introductions by a student body officer and a pledge of allegiance to the flag, we are handed the microphone. They have no idea what is coming. Soon the auditorium will be silent, the spotlight will be on us, and thousands of teens will be looking at us. We
are here to speak the truth. We are here to share our story. We are here because of pornography. Pornography is harmful. It’s a fact. More and more accounts are flooding through our doors every single week, ranging from news articles, personal accounts, and peer reviewed scientific research. Evidence is showing that pornography can have serious harmful effects on the brain, can tear apart relationships, and affects society as a whole by promoting harmful perceptions and ideals. As the message of the presentation unfolds, reactions vary. We see many students wide-eyed, totally engaged. We see some with their eyes cast downward, secretly playing on their phones and hoping the teachers won’t notice. We get some snickers and minor indistinguishable heckling.
As the assembly goes on and the teens are further introduced to real facts on the harmful effects of pornography, you can almost feel their entire demeanor shifting. Most powerful, however, is not when we speak but when we share the real-life experiences of others. As we’ve toured around the country and met thousands of teenagers, many have turned to us
and confessed, for the first time, their dark past regarding porn. One of these teens was Ryan. Ryan spoke of his deep struggle with depression. He said that he didn’t know what came first, his pornography addiction or his depression. He said that every time he was depressed he would turn to pornography to find relief, which in turn would only increase his depression. He said, “By the time I turned 19 I had already thought about killing myself numerous times. I was starting to think that my porn addiction
You can almost feel the entire demeanor shifting. Most powerful, however, is not when we speak, but when we share the real-life experiences of others.
21
While standing on the stage with the spotlight beaming down and all eyes on us, we share one last story.
would never end and that it would eventually destroy me emotionally and physically.” Ryan isn’t the only one who has come to us. Kate, a 22-year-old girl, wrote to us saying, “I would retreat into my room and engulf myself in porn, often for hours at a time. I didn’t interact with my family and became less interested in the things I loved. There was a careful checking of my history after each use; erasing my tracks and then feeling that mind-numbing terror whenever my parents had to use my computer for something.” Society often looks to pornography as a healthy expression of one’s sexuality, but when you strip it to the core, look at its effects on the brain, and take sex out of the picture, pornography
is a drug. It is purely a recreational drug that is easier to access than any other drug out there. Our brain soon realizes that it works every time you use it, can be hidden and tucked away simply by clearing the history of your browser, is cheap (if not free), and is seemingly harmless. While standing on stage, with the spotlight beaming down and all eyes on us, we share one last story. A woman spoke to us and told us that she was conned into the porn industry. She was lured in by being told that she was pretty, and that she should be a model. They offered her thousands of dollars if she would sign a contract and do a small underwear photo shoot. Things progressed and as the drive for cash increased, so did the nature of the photo shoots. She went on to say that she was eventually drugged before almost every porn shoot, forced to do unnatural acts and was kept there against her will. Once, from off camera, a gun was pointed to her head, emphasizing that she had “better act like she likes it or else...”.
As the presentation builds up to a powerful conclusion, these facts start to set in the teen’s minds deeper and deeper until we start to feel a col-
All of the teens in the auditorium are now looking at us with all of their attention. The energy of the auditorium has shifted from carefree teenage angst, to a tangible passion for this exciting new movement. No longer does porn seem cool, fun, or a casual pastime. Possibly for the first time in many of their minds, pornography is seen for the harmful drug that it is. With lights shining down and thousands of teens hanging on every word, we challenge them to join with us and choose real love over its hollow counterfeit: pornography. And when we finally hand the microphone back to the school administrator, the kids flood to the stage to speak with
lection of positive energy. Near the end, where volunteers are called up on stage to sign the ‘Fighter Pledge’ and receive a free t-shirt, the roars of laughter and applause are contagious.
us and sign their own name to the Fighter Pledge. We get high-fives, take selfies, and hear the stories of these passionate new Fighters. We leave feeling positive about the impact of the assembly and drive away with an inspired hope that we have just influenced a generation. We are at a tipping point. The world is aching for change, for reform and progress. We are attempting to harness this longing and desire for real love and intimacy by using that passion to fight against pornography. We are at the cusp of something great. We see that by exposing the true and harmful effects of pornography many people will reject it.
We are at a tipping point. The world is aching for change, for reform and progress. We are at the cusp of something great.
23
RECOVERY
PROG R A M
Fortify, our online recovery program, is exactly what so many teens are looking for. We are proud to provide the help they need to begin their recovery. The Fortify Program was a huge priority
The recovery aspect of our mission has
in 2014 and the results reflected that
allowed us to see the tangible impact
focus. Releasing the Fortify book was
that this organization is having in the
a major accomplishment for us but
lives of people all around the world.
the launch of the video-based, online program was the real test. Now with over 11,000 users signed up for the program, we have seen massive success and support flowing out of the Fortify Program.
2014 Fortify Program Metrics Average number of hours spent each week viewing pornography in the previous month:
1-3 HOURS
1-3 HOURS
36%
54%
PRE-PROGRAM SURVEY
0 Hours
2%
SURVEY 7
4+ HOURS
23%
4+ HOURS
0 Hours
44%
41%
User Generated data
Average Teen Porn Use Per Week
11.9
10%
Average age of first exposure
Teens who have paid for porn
9%
77%
Viewed porn by Age 8
Viewed porn by age 13
4.2
Pre-survey
2.8
Survey 1
1.4
Survey 3
1.3
Survey 5
Reduction in porn use by the 7th Survey
1.1
Survey 7
74%
Users Reporting ‘0’ Porn Use In the Previous Week
By THE NUMBERS
Pre-survey Survey 1
9,561
1,930
Survey 3
Teen Applicants
Adult Applicants
Survey 7
87%
13%
Male Teens
Female Teens
36%
50/50
International Teen Users
States Represented
Survey 5
“
62%
1% 8% 44%
53% 62%
Report ‘0’ porn use by survey 7
I would highly recommend Fortify to anyone struggling with pornography. It has truly changed my life. TEEN FORTIFY USER 25
TEEN FORTIFY USER Demographics
103
66%
Countries With Fortify Users
Christian Users
16%
8%
Muslim Users
Non-religious
60%
16%
Caucasian
Asian/Pacific Islander
27
FORTIFY GRATITUDE EMAILS Aside from the success we see in the metrics of the program, nearly every day we receive emails from teens and adults thanking us for the services we provide. Here is a small sample of those emails.
So I’ve been using the Fortify Program, and it’s the best
Hey! I’m a good kid. You know, smart, student body
decision I’ve ever made!!! It’s awesome and it under-
president, and go to church. But, for almost 2 years I
stands me more than I could imagine!!! So anyways
have struggled with porn, but didn’t really recognized it
thanks, thanks for creating this program, for wanting
as an addiction until a few months ago. About a month
to help people and most of all, doing it for free :D I still
ago, I applied for the free fortify program, and got in! I
have a long way to go, but with this program, I can
just wanted to really thank all of you guys who made
do anything! From the bottom of my heart, thanks it
that possible. You guys rock, and will definitely talk
changed my life.
about all that you all have done. THANK YOU!!!!!
—John
—Blake I find myself crying when watching the videos provid-
I know the fight has just begun, but I have never felt
ed, but it is a good kind of crying. They are telling me
better. My fiancée and I are closer than ever before and
exactly what I needed to hear. And tonight, it inspired
now we will go into our marriage having the tools to
me to delete an account on a website that offered a lot
fight this war forever.
of temptation. I feel so much lighter, and I am going out to a fun kid’s movie tomorrow in order to celebrate, just
Thank you so much for what you guys do! I will do ev-
like the first video suggested. I am excited, and because
erything I can to spread the word and encourage those
of this program, I know that things are going to get a
who have an issue to do the program. I wish I could
lot better for me.
physically shake everyone’s hand at Fight The New
—Emily
Drug. Words can’t describe how grateful I am. Keep dreaming big, you guys are changing the world!! —Zach
You guys rock, I’ve been free from porn for over a
Thank you for accepting me I will work hard and do
month now. This was just the step I needed to finally
my best!.
leave it behind. Thanks so much for making such a
—Sam
huge difference in my life. —Bryson
I wish I could express how much of an impact this program has on me. I’m only in the middle of ‘Recognizing
Thanks Fortify team! These messages are really,
the Enemy’ and I have already noticed the influence
REALLY inspiring.
it has had on me. I want to thank everyone who is
—Tom
running Fortify. You guys have blessed my life immensely. I know I haven’t finished the program yet, but
Thank you for the email. I didn’t know my progress was
I already know So I’ve been using the Fortify Program,
monitored by anyone. I highly appreciate this. I didn’t
and it’s the best decision I’ve ever made!!! It’s awesome
manage to control myself last Sunday. I had the urge
and it understands me more than I could imagine!!! So
to watch it in the morning but I pushed myself to walk
anyways thanks, thanks for creating this program, for
away and went for a jog. But in the afternoon when I
wanting to help people and most of all, doing it for free
was in my apartment, I just couldn’t help myself. I am
:D I still have a long way to go, but with this program, I
disappointed at myself but I don’t want to give up. I
can do anything! From the bottom of my heart, thanks
bought a bracelet with FORTIFY. FTND on it. I hope it
it changed my life.
wont happen again.
—John
—Mariam
29
2 0 1 4
FI N A N C IA L
R E V IE W
We are proud to report that this year we spent 86% of our revenue on program expenses. Every dollar we receive through generous donations is put to use by supporting one of our existing programs which helps to accomplish Fight the New Drug’s mission.
ADMINISTRATIVE
FILM $96,712
$93,241
12%
FUNDRAISING
13% PROTECTION PROGRAM $31,659
$16,421
2%
4%
TOTAL PROGRAM SERVICES
RECOVERY PROGRAM $116,249
15%
86%
16%
MEDIA PROGRAM $122,605
$664,437
T O TA L E X P E N S E S
$774,100
MOBILIZATION PROGRAM
38%
$297,209
31
LO O K I N G
F ORWA R D
When we look at the impact Fight the
mediocrity. We will not allow ourselves
New Drug and Fortify are having on
to quit a mile before the finish line think-
the world it’s easy to think we’ve made
ing, “we’ve had a good run.”
it — we’re doing all we can do, which is more than most. It’s easy to be pleased
No, we must continue to push our mes-
with the growth and allow ourselves
sage and broaden our reach. We must
to become content with the reach and
grow our foundation of supporters to
range of our efforts. Although, that’s not
change public dialogue and countless
how we think. We believe in our core
lives. We are not through. We are not
that we are just getting started. The true
content. Others may look at what we’ve
impact of this movement is still yet to be
done but all we focus on is where
realized. We cannot settle for base hits or
we’re headed.
33
W W W . F I G H T T H E N E W D R U G . O R G