The campaign attracted a high number of visitors during launch dates in November and December last year and will continue to Safer Internet Day on 7 February 2006.

One reason for the success is the use of publicity banners in popular places such as Irc-galleria, Habbo Hotel and blogging websites. 

The banners link to an online test. The questions and results of the test help young people think twice before posting pictures on the internet.

The campaign has also produced T-shirts and posters with the ihQ-figure on them.

The ihQ-campaign was in response to a Save the Children survey on mobile phone camera use. The survey had revealed the following main characteristics of mobile phone and mobile phone camera use:

• Mobile phones are used for talking, texting (SMS), playing games and taking photographs
• Children are active in taking and sending mobile phone photos
• Photos are often taken without permission and forwarded or published on the internet
• Bullying using mobile phones is common, and the victim does not usually tell anyone about it
• There are many forms of bullying using mobile phones
• Parents are not necessarily around when children use mobile phones