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Bravehearts: Grooming Hides Behind Harmless
Engine Group, Wavemaker, Bravehearts, ChangePR and UnLtd have partnered to launch a national campaign to educate parents and caregivers about the dangers of grooming. The campaign is the first major behaviour change campaign for Bravehearts, a national charity focused on preventing and treating the crime of child sexual abuse. More than one in four Australians have experienced child sexual abuse and in 79% of cases, the perpetrator was someone the child knew. These aren’t strangers in white vans, but trusted figures like family friends or relatives, who use grooming to exploit that trust. The new campaign by Engine Group aims to arm the public with the knowledge they need to recognise it, by showing them what grooming can look like, and how it hides. The emotional campaign was created and produced pro bono by Engine Group and its industry partners including Leah Purcell as the director and Taxi Film Production as the production company. Additionally, over 100 other creative contributors collectively gave in excess of $1 million of their craft to assist with the development of the campaign -- which is a visual and haunting representation of how grooming often hides behind harmless behaviours.
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