Aus Government and BMF launch child sexual abuse prevention campaign
BMF has launched a startling national child sexual abuse prevention campaign on behalf of the Australian Government, calling for a collective effort to prevent it.
‘One Talk at a Time’ encourages Aussies to create a safer world for kids, with one preventative conversation at a time.
“Child sexual abuse is a subject that’s hard to face let alone talk about,” said Christina Aventi, chief strategy officer at BMF.
“We don’t know how to broach the subject with our kids. This can paralyse us into silence. But silence creates space for people who abuse to come between children and those who protect them, and that is where child sexual abuse can hide.
“Every time we talk, we break that wall and fill that ‘space’ with support, taking power away from perpetrators and help prevent child sexual abuse for every child,” she added.
Between 2014-2019, there was a 21% rise in reported child sexual assaults in Australia, and the campaign aims to show that the power of conversation can progressively reduce that.
Tom Hoskins, creative director, BMF, continued: “Bringing an end to child sexual abuse feels like a problem so large and insidious that many of us don’t know where to begin or even if it’s achievable.
“But reaching a solution as a community may be possible if we start with one talk at a time.”
The campaign is rolling out nationally across TV, cinema, radio, social and digital. Click here for more details.
Other assets:
Grandmother and Granddaughter 30”
Credits:
Client: The Attorney-General’s Department
Campaign manager: Lisa Ranson CMP
Creative agency: BMF
Chief creative officer: Alex Derwin
Creative director: Tom Hoskins
Art director: Leila Cranswick
Copywriter: Lisa Down
Head of art & design: Lincoln Grice
Designer: Samantha Jones
Chief strategy officer: Christina Aventi
Planning director: Jessica Sutanto
Head of effectiveness: Hannah Mchard
Chief executive officer: Stephen McArdle
General manager: Richard Woods
Group account director: Victoria Venardos
Head of TV: Jenny Lee-Archer
Agency producer: Claire Seffrin
Creative services director: Clare Yardley
Production company: Finch
Director: AJ Greenwood
Executive producer: Nick Simkins
Producer: Bryce Lintern
Editor: Bernard Garry
DOP: Sean Ryan
Music & sound production: Rumble Studios
Composer: Jeremy Richmond
Sound designer: Tone Aston
Music & sound EP: Michael Gie
Animation production company: Mighty Nice
ECD: Darren Price
Executive producer: Tina Braham
Producer: Jane Reynolds
Animation directors: Bonnie Taylor Forsyth, Mike Lomas, Will Pietsch
Head of studio: Ben Seager
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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