US Ad Council's PSAs seek to prevent online sexual exploitation of girls

MUMBAI: The Advertising Council, in partnership with the National Center for Missing & Exploited Children (NCMEC) in the US have launched a series of public service advertisements (PSAs).



The PSAs have been designed to raise awareness about the prevalence of online sexual exploitation and to help teenage girls better protect themselves against online sexual predators. The new PSAs are the second instalment of the campaign, which began in May 2004 and the debut this month was timed to coincide with Internet Safety Month.

NCMEC and the Ad Council launched the campaign to remind families that, just like in the "real" world, there are people who want to harm children in the "virtual" world. With the advent of the Internet, many child-predators have quickly adapted to the technology and use it to contact potential victims in their attempts to perpetrate crimes against children.



According to a US Department of Justice study, of the estimated 24 million child Internet-users, one in five has received unwanted sexual solicitations. Teen girls are the primary target, receiving two-thirds of the solicitations. NCMEC cases and focus group testing also show that many teen girls are particularly susceptible to these predators because they tend to be more focused on relationships.

The new PSAs are an extension of the first multi-media campaign in the US designed to address this issue. The initial round of PSAs aimed to educate parents about what they could do to protect their children online, whereas the new ads target the teens themselves. The new PSAs seek to prevent girls from forming inappropriate online relationships with older men in an effort to reduce their risks of sexual exploitation and abduction. The television, radio, magazine and Internet ads direct teens to visit to get tips on how to prevent, detect, and report online sexual exploitation.



In the first six months of the Online Sexual Exploitation campaign, the parent-targeted PSAs have received more than $29 million in donated advertising time and space from the media. In addition, according to a recent Ad Council study, parents who saw the PSAs were significantly more likely to have talked to their children about the potential dangers of chatting online with people you don't know.

The new television and radio spots, which are also available in Spanish show teen girls how easily a predator can manipulate their insecurities and end with the tagline Don't Believe the Type.

As per the Ad Council model, the PSAs are beinh distributed to more than 28,000 media outlets across the US later this month and will run and air in advertising time and space donated by the media. NCMEC president Ernie Allen says, "Our goal is to reach teens before predators do. The Ad Council campaign has proven successful in reaching adults, and we hope that our message will carry over to teen girls to help them identify, prevent and report sexual exploitation they encounter while online."

Latest Reads
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories