Data revealed that in 2022 alone, almost half a million children were used the creation of sexually exploitative materials online. In most of those cases, the parents or a close relative, who are supposed to protect the children, are the ones pimping them. Cases are rarely being reported because the children are conditioned to believe that they can’t go against their parents or elders, and most people are unaware that these kinds of unspeakable horrors happen every day.

The brief was to craft a material that can bring attention to these cases in a way that is realistic, relatable, and emotionally impactful or shocking—without being over the top or visually explicit.

The objective is to create awareness, make more people realize that these types of horrors happen inside some homes in the country, and stir them emotionally to be more vigilant and report suspected cases to the PCW hotline.

The video shows what seems to be a normal day for a child. The dialogue between the child and the parent appears to be harmless and something the viewers can relate to. The parent is preparing the child for something. Near the end, it is revealed that the child is being prepared for a live chat or show with an online sexual predator. The last line uttered by the parent mirrors his/her first line in the video, serving as creative bookends in the script. Both videos, one featuring a girl being dressed up by her mom, the other featuring a boy being mentored by his dad, end with a message informing the viewers that it is the parents who are the perpetrators in these cases of online sexual exploitation. The film then asks the viewers to be the protectors of these children by reporting suspected cases to the PCW-OSAEC hotline.

Three weeks after launch, the Presidential Communications Office hast taken note of the films. With the additional help, after launching it in Metro Manila in English and in Tagalog it will now be dubbed and translated into Visayan and Kapampangan dialects to cover the other OSAEC hotspots in the country. The crimes happen in small communities, in both urban and rural areas all over the country. It is the campaign’s goal to penetrate all communities where these crimes happen, resulting in more incidences being reported.

With the project being recently launched, we're still gathering important data to understand how the campaign is performing. It's early days, and we're committed to collecting enough data for valuable insights.

The material So far the material has reached these metrics on Facebook:

21,475 impressions

64% engagement rate