Scottish Government ran a four-week marketing campaign between January and February 2015 to raise awareness of what child sexual exploitation (CSE) is, improve public understanding and empower those with concerns to act upon them.
The national campaign comprised of a new TV advert – a UK first in terms of targeting parents on the subject of CSE – supported by outdoor and digital advertising, a new website and PR activity.
The marketing campaign was aimed at telling people:
- Child sexual exploitation is happening to girls and boys across Scotland
- It takes many forms and can happen online as well as offline
- It can take place on a one to one basis between a victim and an offender as well as in organised groups
- It can happen to young people from secure, loving homes as well as more vulnerable young people such as those in care
- We all have a role to play in helping to keep young people in Scotland safe
- For advice and support visit csethesigns.scot
Activity targeting young people
The campaign aimed at parents was also supported by marketing activity targeting young people aged 11-17.
The activity looked to educate young people about the signs of a healthy and unhealthy relationship to help empower them to take appropriate action if they are concerned about themselves or a friend. It can be difficult for young people to work out what is healthy and what isn’t in their early relationships. A racing heartbeat and butterflies in your stomach etc. aren’t always positive. Sometimes young people need to question these emotions and behaviours and be aware that there is advice and support available if they feel out of their depth.
Based on the idea that young people can pay more attention to their alerts received on social media sites than to their own emotional instincts, a series of bold posters encouraged young people to “Listen to your Alerts” and seek help if they’re in any way concerned.
Posters and leaflets were provided to both local and national stakeholders and partner organisations, including ourselves. Activity directed young people to the campaign website where more information about the warning signs of sexual exploitation can be found.
If you or someone you know is suffering from abuse get in touch.
Call CEA on: 01324 635661
In an emergency, always call 999!
