• We turned to radio so we could use the voices and language of children, speaking freely and innocently, to give parents an empathetic style and tone to aim for when starting the conversation.

• The campaign launched on three of the highest-reaching radio networks for parents.

• The activity ran in the daytime to make parents comfortable with the uncomfortable, before playing out again on the journey home from school, when the actual conversation could take place.

• We recruited well-loved celebrity mum DJ and ex-Spice Girl Emma Bunton to add her own personal endorsement for the campaign on Heart FM’s morning show.

• Emma and the radio advertising pointed parents to the NSPCC website and the UK’s biggest online Mums’ forum, Netmums, where we layered additional advice and continued the conversation.

• The impact of The Underwear Rule has been instant, and game-changing.

• One mum’s conversation with her daughter has already resulted in an abuser being arrested and sentenced to 8 years in prison.

• We’re looking to safeguard many more children from the dangers of sexual abuse with this campaign.

• 94% of parents now agree that it’s their responsibility to talk to their children about sexual abuse.

• And since the campaign, 39% more are now talking about it.

• The Underwear Rule is here to stay.