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Campaign|Integrated, Social Media & Online Marketing
DON'T PUSH AWAY YOUR RESPONSIBILITY
BMFSFJ und UBSKM
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Children and young people cannot protect themselves alone

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One of our tasks is to communicate uncomfortable topics. Including this one: sexual violence against children and young people. This usually takes place within the family. Meaning: possibly also in their own. Last year, the aim of our "Don't push it away" campaign for the Federal Ministry for Family Affairs and the Federal Government Commissioner for Abuse.

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The challenge

The evaluation of the first campaign phase by our partner, the research institute Com.Xresearch institute, has shown that the defensive attitude remains strong despite the attention given to the topic: Families generally rule out the possibility that sexual violence could happen in their own family and do not allow the issue to get to them. Although adults have the right to take action if they suspect something, they do not know how to recognize children and young people affected and how to deal with the suspicion. This is why we have developed the campaign further at precisely this crucial point.

Idea

Our aim is to encourage people to take action and give them the feeling that they can make a difference to protect children and young people close to them. It is the job of adults to do this, as children and young people cannot protect themselves from sexual violence alone. That is why we are sending two key messages to all adults: "Don't put off your responsibility!" and the triad of action "Look - Listen - Ask".

Implementation

The campaign entered its new phase with a launch event in a Berlin movie theater. The event was attended by Federal Minister for Family Affairs Lisa Paus, abuse commissioner Kerstin Claus, victim and musician Katha Rosa and campaign ambassadors Rebecca Mir and Bruce Darnell.

Among other things, there was a bread roll bag campaign with the bakeries Sternenbäck and Wiener Feinbäcker as well as a photo campaign in the German Bundestag. On social media, the new reels season with creators and mindchangers was launched. was launched.

Our OOH motifs were displayed as billboards and city light posters in many major cities: Berlin, Hamburg, Munich, Cologne, Frankfurt, Leipzig, Dresden, Düsseldorf, Hanover, Nuremberg, Stuttgart. In Berlin, the Gleisdreieck and Stadtmitte stations were additionally postered with motifs showing a dialog between children and adults.

Train station, you can see a subway and a campaign motif
Train stop, several campaign motifs can be seen
Train stop, you can see two campaign motifs and people, blurred in the foreground
Photos: Paula Gvidal
Bus stop in the dark, several posters can be seen

The short TV spot could be seen on many channels, in online media libraries and on YouTube - and the 60-second version at any time on the net. Our celebrity campaign ambassadors also made via video and with a sign campaign that it is the duty and responsibility of adults to protect children and young people from sexual violence.

In addition to these measures, our campaign office worked consistently throughout the year to spread the campaign throughout Germany: there was a citizens' council in Giessen, a whole week of action in Walsrode and more than 300,000 booklets were sent out with concrete recommendations and advice on how to deal with sexual violence.

Result

The launch of the campaign in particular ensured broad media coverage. We were not only pleased about the reach of the topic, but also that the core messages of the campaign were taken up. The topic and the campaign were reported on and discussed on programs such as Sat.1 breakfast television, on tagesschau.de, taz.de, Pro 7 Newstime and the Pro 7 program Zervakis and Opdenhövel (from 2:35), on ZDF Moma and ZDF today (from 7:58), as well as on Deutschlandfunk. Bruce Darnell's courageous confession was also reported as part of the campaign, including on bunte.de, gala.de or stern.de. 

As in the first phase, the campaign achieved a high level of visibility and attention. The evaluation of our partner Com.X shows: Almost 40% of the (German-speaking) population was aware of the campaign, with social media being the most important source of awareness. This was partly due to our two commercials with prominent campaign ambassadors, which alone had a reach of 1.2 million people. 

However, the campaign was not only visible, but also had a deeper impact on people's attitudes. Our campaign continues to make a name for itself as a voice in the field of sexual violence. This is reflected in the increased proportion of people who were able to accurately reflect the campaign's messages. 

In addition, awareness has grown that extended family, relatives and friends also bear responsibility for the protection of children and young people. More people have understood that perpetrators are primarily found in their own immediate environment and that children and young people in their own social environment can also be affected. Even if this was not the focus of the campaign to date, it is encouraging that (unaided) awareness of support services has risen from 50% to 56% since September 2022.

All this shows: The campaign is working - and still needs staying power.

To the #NichtWegschieben campaign 2022

  

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