A conservative estimate is that over 3 million people aged 18 to 74 in England and Wales have experienced CSA (7%).

We use the language of 'survivors' rather than 'victims' in this instance as a result of feedback from our research participants

We utilised our insight led principles including survivor-led narrative, powerful symbols (mouths and speech bubbles) to acknowledge that survivors CSA have ‘never been heard’. Our launch creative featured close-ups of survivor’s faces, focused on their mouths, with the end line ‘I will be heard’.

We found that survivors felt more comfortable sharing private experiences with people who have had similar experiences. Our campaign needed be a social norming, first-person, testimony-led with positive Project experiences.

Inspired by theologian David Augsburger, we used language of hearing survivors. Whilst ‘listening’ lent connotations of a support service that confused our audience the opportunity TO BE HEARD put participants in a position of power.

TV followed with hovering blank speech bubbles. This allowed is to speak to a broad audience, offering a sense of optimism and to illustrate CSA’s indiscriminate nature, across entire nations!

Nothing can replace building relationships and speaking to people directly, to ascertain deeply emotional responses and nuanced insights.

Our research involved over 70 hours of consultations with a survivors, the public and collaboration with Behavioural Insights Team.

Through quantitative surveys learnt that CSA is the topic people are least comfortable talking about; some way after mental health issues, terminal illness and sexuality. Word of mouth awareness would be a significant struggle.

At the same time, many survivors had never disclosed their abuse or had been shamed for speaking up. The idea of sharing their experience with an unknown organisation - not a charity , a cold institution or a support service, the Truth Project, might be too great an ask.

But we sensed that speaking up would be impossible for some without the support of family, friends and the public. Without it, the initiative’s credibility would be significantly limited.

We needed to balance a personal appeal and nuanced messaging with broad reach and awareness.

We created a sense of both direct call to action and a rallying cry with the campaign proposition

“It’s time to be heard”

We instilled trust in our audiences by bringing to the surface the testimonies

Understanding of the inquiries remit amongst the ad aware were almost double vs. all adults.

People became more comfortable talking about CSA; we saw a statistically significant impact on Ad aware vs. all adults, to levels on a par with survivors.

Interested organisations and individuals began to break the stigma and support us in social media.

For many, the effects of child sexual abuse are significant and can be long lasting, continuing into adulthood. Adverse consequences can include acute feelings of betrayal, stigmatisation and guilt, as well as difficulties in relationships; physical and trauma-related mental health problems.

Costs to society estimates range up to £3.2 billion annually.

7,000 CSA survivors expressing an interest has the potential to deliver savings of c.£7.5 million, more than covering the minimal campaign spend (budget confidential).