Bravehearts has launched its first national behaviour change campaign to combat child grooming, developed in partnership with Engine Group, Wavemaker, ChangePR, and UnLtd. The initiative seeks to educate parents and caregivers on recognising the often-misunderstood warning signs of grooming behaviour.
Response to confronting abuse statistics
The campaign responds to stark statistics: over one in four Australians have experienced child sexual abuse, with 79% of incidents involving someone the child knew.
Engine Group’s campaign aims to shift public perception away from outdated stereotypes and instead highlight the subtle and familiar nature of grooming by trusted individuals like family friends or relatives.
Produced with support from creative and media partners
The work was created and produced pro bono by Engine Group and its partners, with contributions from over 100 creatives and a combined value exceeding $1 million.
Directed by Leah Purcell and produced by Taxi Film Production, the campaign uses visual storytelling to portray how grooming can be masked as harmless behaviour.
Tim Weger, Managing Director and Owner of Engine Group, said the campaign aims to “normalise the conversation, address the stigma and importantly to empower people with the tools to recognise how child sexual abuse begins through grooming.”
Mike Fritz, Creative Director at Engine Group, added that the campaign was designed to support a cultural shift by stopping abuse before it starts. “By helping people recognise the signs early, and by encouraging parents to stay vigilant about who their children spend time with… It’s a responsibility. And it’s one we carried with real pride,” he said.
Wavemaker is managing media strategy and planning, with over 24 media owners already contributing more than $3 million in pro bono inventory following a media briefing in Brisbane.
Credits:
Creative – ENGINE GROUP
Tim Weger – Managing Director
Mike Fritz – Creative Director
Dianne Grice – Client Services Director, Strategist
Saxon Squire – Senior Account Manager
Aiken Hutcheson – Copywriter
Mark Smith – Senior Creative
Liam Marsden – Art Director
Megan Le-Nguyen – Studio Manager
TAXI FILM PRODUCTION
Andrew Wareham – Executive Producer
Leah Purcell OAM – Director
Mark Wareham – Director of Photography
Kohbe Vela-Smith – General Manager
Jill McMahon – Senior Producer
Alessandria Riding – Production Manager
Justin Lyons – 1st AD
Josh Bailey – 1st AC
Havery Robinson – 2nd AC
Glenn Jones – Gaffer
Tom Waddington – Lighting Assistant
Matthew Porter – Art Director
Josh Turner – Grip
Sophie Borra – Wardrobe Stylist
Linda Jordan – Hair and Makeup Artist
Ruby Masterton – Art Assistant
Ken Kimura – BTS, Editor
Mitch Young – Editor
Erich Bailey – Unit
Kristie Corkill – Runner
Hans Salceda – Runner
Harry Dodd – Locations
Nat Set Catering – Catering
Kali Bateman – Colourist
PHOTOGRAPHY
Sam Scoufos – Stills Photographer
Dominic Lasaitis – Stills Assistant
Derek Leong – Retoucher
AUDIO – Rosco Audio
AUDIO TALENT – Snack Box
Ross Batten – Senior Sound Designer
Sarah Ritchie – Producer
MUSIC COMPOSITION
Raf Mikolajczyk – Composer
DIGITAL PARTNER
Daniel Button – Muse
MEDIA – Wavemaker:
Jane Sullivan
Courtney McBryde
Zoe Stanek
Alex Miller
Madi Eyre
PR – ChangePR, part of Shannon Behaviour Change:
Justine Sywak, Director of PR, Stakeholder Engagement and Misinformation Unit
Marisa Lo, Account Director
Reagan Ruppell, Account Director
CLIENT – Bravehearts:
Zoe Hermans, Marketing Manager
Kylie Hewitt, Partnerships Manager
Alison Geale, CEO
SOCIAL IMPACT – UnLtd:
Emma Davis, GM of QLD, UnLtd