One Talk at a Time case study
Client:
National Office for Child Safety
Project:
National Child Safety Campaign: One Talk at a Time
Industry/Sector:
Government
Date of Execution:
October 2023 - May 2025
Services:
Communication strategies, Translations, Community engagement, Advertising and production, Public relations, and Resource development
Project background and objectives
The Child Safety campaign represents the first phase of the Australian Government’s national effort to drive long-term change in protecting children and young people from sexual abuse.
Project objectives
Start the national conversation around child sexual abuse and breach the silence.
Improve understanding of child sexual abuse and its impacts in Australia
Increase access to trauma-informed help and support.
Legitimise and destigmatise the experiences of victims and survivors.
Change behaviour and culture to prevent and better respond to child sexual abuse.
Target audience
Broad group includes individuals ranging from parents to grandparents who are responsible for the care and safety of children. The campaign’s demographic research focused on adults aged 25 to 54 years.
CP’s focus was on CALD communities with large child populations and lower English language proficiency. A particular emphasis was placed on newly arrived communities entering Australia under humanitarian visas.
Languages and communities covered
Amharic, Chinese Traditional, Hakha Chin, Korean, Thai, Arabic, Dari, Hazaragi, Nepali, Tigrinya, Assyrian, Farsi, Hindi, Punjabi, Vietnamese, Burmese, Filipino, Italian, Spanish, Chinese Simplified, Greek, Karen, Swahili
Outcomes
Key outcomes
Earned media: A total of 77 media stories were secured across print, digital, and broadcast outlets in 11 languages, with 53 earned media pieces and 24 paid media partnership articles developed with multicultural publications.
Media event attendance: 9 Journalists attended the launch of My superhero voice.
eDMs: average open rate of 54% with the highest being 64%.
Website performance: The campaign website experienced 59,687 visits to translated campaign pages with resources downloaded over 1300 times.
Community feedback: Feedback from educators, community organisations, and parents was overwhelmingly positive. Many highlighted that the materials were simple, respectful and practical.
Sector response: Early childhood services, multicultural organisations and frontline workers noted that My superhero voice was a valuable resource and requested the translation of the book into further languages and the production of additional books on the topic of child safety.
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