Campaign raises awareness on grooming and sexual abuse.
Child protection organistion BraveHearts has launched its ‘Grooming Hides Behind Harmless’ campaign with creative agency Engine Group and media agency Wavemaker to raise awareness on grooming and sexual abuse.
The campaign has led to a 138% increase in downloads of Bravehearts’ Parent Guide, which provides parents and caregivers practical tools to recognise the signs of grooming and take action to keep their children safe. Bravehearts’ Information and Support Line also revealed a 310% increase in calls about grooming compared to the same period last year.
With support from OOH, audio, TV, print, social, and digital channels, the campaign has also raised $6 million in pro bono media value and reached over 226 million audience impressions.
"We are incredibly grateful to the media owners who stood behind this campaign. It was clear that this was something everyone cared deeply about, and their support went far beyond donating media inventory. Seeing partners integrate the campaign into their own content to amplify the message was truly inspiring. This level of collaboration shows just how powerful the industry can be when it comes together to protect children," said Courtney McBryde, group business director at Wavemaker Brisbane.
The strategy focused on how grooming behaviours are often minimalised leading to more abuse.
"As a mother, this campaign hits hard. The thought of grooming and child sexual abuse is heartbreaking, and uncomfortable – which is exactly why we need to be talking about it. I’m so grateful to Engine Group, Wavemaker, and every media partner who stood behind this campaign. Together, we’re not only raising awareness but helping to stop abuse before it ever begins - and that’s something truly powerful,” said Emma Davis, general manager QLD at UnLtd.
Post campaign research conducted by Kantar has shown the impacts of the campaign on increasing issue awareness and behavioural change, initiating more conversations between parents and their children about grooming concerns and safety.
"Protecting children from sexual abuse is everyone’s responsibility. This innovative campaign has ignited thousands of families to start vital conversations about personal safety. We are grateful to every media owner, partner, and supporter who helped deliver this important message to millions of Australians," said Alison Geale, CEO of Bravehearts.
CREDITS:
Creative agency: Engine Group
Media agency: Wavemaker
