Calling for a collective effort to prevent child sexual abuse.
BMF has created the first national child sexual abuse prevention campaign, ‘One Talk at a Time’, on behalf of the Australian Government.
The campaign demonstrates that together everyone can create a safer world for kids, free from sexual abuse, one preventative talk at a time.
Between 2014 – 2019, Australia witnessed a 21% rise in reported child sexual assaults. The behaviour change campaign demonstrates both the risk of child sexual abuse, but also the power of conversation in progressively reducing that risk.
‘One Talk at a Time’ calls for a collective effort to prevent child sexual abuse by helping adults understand that the risk of the unthinkable can be reduced, one talk at a time.
Christina Aventi, chief strategy officer at BMF, said child sexual abuse is a subject that’s hard to face let alone talk about.
"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," she said.
"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.”
Tom Hoskins, creative director at BMF, said 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 as a solution as a community may be possible if we start with one talk at a time," he said.
The integrated campaign is live in Australia across TV, cinema, radio, social and digital.
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
