A coalition of organisations including Engine Group, Wavemaker, Bravehearts, ChangePR, and UnLtd has launched a national campaign aimed at educating parents and caregivers about the dangers of grooming.

This initiative marks the first major behaviour change effort by Bravehearts, a national charity dedicated to preventing and treating child sexual abuse.

Statistics reveal that over one in four Australians have experienced child sexual abuse, with 79% of cases involving a perpetrator known to the child. The campaign seeks to illustrate what grooming can look like and how it can be concealed behind seemingly harmless behaviours.

The campaign was developed and produced pro bono by Engine Group and its partners, including director Leah Purcell and Taxi Film Production. Over 100 creative contributors donated services valued at more than $1 million to bring the campaign to fruition. The initiative encompasses TV, outdoor, digital, press, and radio elements, with Wavemaker managing media strategy and planning.

Media support for the campaign has been substantial, with 24 media owners contributing over $3 million in pro bono media inventory. Kantar is conducting pre and post-campaign studies to evaluate effectiveness, while ChangePR is providing pro-bono public relations support.

The campaign is one of the first major nationwide launches from UnLtd Queensland, with all partners based in Queensland. Media owners supporting the campaign include Paramount, Seven, Nine, SBS, Foxtel, Pedestrian Group, Val Morgan Outdoor, QMS, oOh!Media, Cartology, JCDecaux, YStop, GOA, Bishopp, Go Transit, Torch Media, Nova, SCA, ATN, News Australia, Are Media, and Yahoo.

Tim Weger, Managing Director and Owner of Engine Group, said: "After our first conversation with Bravehearts, the entire Engine team walked away absolutely horrified not just by the shocking statistics around child sexual abuse, but because we didn’t know them. As a father to five beautiful daughters I immediately started cycling through all the people my wife and I have ever let through the front doors of our home. It was this impact that I wanted us to create in our work for Bravehearts. To stop people in their tracks and to get them thinking that this heinous crime happens everywhere. It simply doesn’t discriminate. Our work 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, said: "The weight of this brief was immense. We weren’t just creating a campaign - we were contributing to a cultural shift that could protect countless children across the country. How do you begin to tackle something so repugnant, so confronting, that most people instinctively turn away? In our eyes, you stop it before it starts. By helping people recognise the signs early, and by encouraging parents to stay vigilant about who their children spend time with. To play even a small role in that kind of positive change isn’t just a creative challenge. It’s a responsibility. And it’s one we carried with real pride."

Jane Sullivan, Managing Director at Wavemaker Brisbane, noted the campaign's dual focus on awareness and action: "Supporting Bravehearts on this campaign has been both a personal and professional privilege. I’ve spent my career using the power of media to connect with audiences and create meaningful, positive outcomes - and this campaign exemplifies that purpose in the most important way. This campaign is not just about awareness - it’s about giving parents and caregivers real tools to recognise grooming behaviours and take action early. I’m incredibly proud of the Wavemaker Brisbane team and what we’ve delivered together with Bravehearts and Engine, and so grateful to our exceptional media partners for their generosity to ensure this important message reaches communities across Australia."

Emma Davis, General Manager of Queensland, UnLtd, described the collaboration as a career highlight: "It’s truly been a career highlight to bring these incredible Brisbane partners together and to bring this important message to all of Australia. The statistics are horrendous but I know this campaign has the potential to change those numbers, and help protect young lives and for that I will be forever grateful to all of our partners, across agency and media, for helping us drive this change."

Alison Geale, CEO of Bravehearts, emphasised the campaign's goal of providing practical tools: "Child sexual abuse is an insidious crime that few people want to talk about. However, sadly it’s a pervasive crime that doesn’t discriminate – it can happen in any family. We hope this campaign will bring awareness but also practical tools for caregivers to use to identify and stop grooming behaviours. We are so grateful to work with such incredibly talented and passionate partners who have truly leant in to this project. The passion shows in the powerful creative and the incredible media support we have received. We’re so grateful."