Australian Government launches first national child sexual abuse prevention campaign via BMF
On behalf of the Australian Government, BMF has created the first national child sexual abuse prevention campaign ‘One Talk at a Time’. The campaign demonstrates that together we can create a safer world for our kids, free from sexual abuse, one preventative talk at a time.
Between 2014 – 2019, Australia witnessed a concerning 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.
Says Christina Aventi, chief strategy officer, BMF: “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. 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.”
Says Tom Hoskins, creative director, BMF: “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.”
The integrated campaign is live in Australia across TV, cinema, radio, social and digital.
Client: The Attorney-General’s Department
Campaign Manager: Lisa Ranson CMP
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Tom Hoskins
Associate CD / Art Director: Leila Cranswick
Associate CD / 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
11 Comments
why do the adults in this ad seem so creepy?
Looks lovely and strong message on a tricky subject, but I’m a little confused as to why the important part of the conversations take place in the abstract, and what the relevance there is. Is it because those worlds are ones in which the children feel safe? Kinda feels like glossing over the meat of the message.
Whilst the poorly lip synced animation is charming (and at times creepy), it steals you away from this needing to be a ‘real’ conversation. Maybe if you’d started in an animated world, then came back to reality for the “hey it’s not OK” message, it would have more impact. Also, none of the adult casting works IMO.
And why do the conversations seem to come out of nowhere? Is that the idea – just strike up a conversation when there’s no context to it?
Love BMF work usually, but this one feels like an unfortunate miss.
A tuff topic deserving of air time.
This is why I like BMF.They approach every challenge differently but always with intelligence and in this case sensitivity.
No easy task.
Why do they go into animated world?
Not a BMF’er so i’m only guessing. But if they didn’t it would just be a conversation and quiet boring visually. Also going into the animated world is a metaphor for going into the children’s word, perhaps? Also softens up the dark subject matter.
This could’ve so easily been wallpaper – given the sensitivity of so many things, including survivors. Good effort creating something that isn’t just trying to scare me. Or worse still, just gives the issue a little lip service and moves on. Bravo.
Especially on a topic that is challenging and if done wrong, harmful.
I really don’t think there is anything ‘unfortunate’ about this work. Granted, you’ve more than likely never had to tackle an important brief such as child abuse. And this is why briefs like this manage to stay off your desk. Tip: You should look at getting into a mentorship program or doing AWARD school, it will really help you change the way you see the work other people do.