Turning the taboo topic of paedophilia into a social conversation.
In Malaysia, child sexual abuse is a taboo topic. Apathy, ignorance and denial by parents, as well as society, have caused a lack of awareness and poor-to-no sex education, which are factors that make children vulnerable to sexual predators.
Most parents are under the misconception that their children are safe from the hands of sexual predators, They’re largely unaware that statistically, more than 90% of sexual abusers are people children know and trust.
How do we open their eyes to the fact that the danger of child sexual abuse is much higher than they think?
In the hope of breaking the taboo, we launched Stop Nursey Crimes - a campaign based on the insight that over 90% of sexual predators are people children know and trust.
Stop Nursery Crimes instantly became the top trending topic in Malaysia, sparked conversations on social media, and featured in major newspapers as well as web articles, locally and abroad. The campaign garnered more than 1.5 million organic views and earned over RM424,000 in PR value.