The emotion provoking ‘Grooming Hides Behind Harmless’ campaign, created for Bravehearts by Engine Group with media by Wavemaker, has achieved remarkable results in raising awareness of child grooming and empowering parents and caregivers with tools to protect children from sexual abuse.
With generous support from media owners across OOH, audio, TV, print, social, and digital channels, the campaign delivered an extraordinary $6 million in pro bono media value and reached audiences with over 226 million impressions.
The true success, however, lies in the behavioural impact. The campaign drove a 138 per cent increase in downloads of Bravehearts’ Parent Guide, giving parents and caregivers practical tools to recognise the signs of grooming and take action to keep children safe. Bravehearts’ Information and Support Line also recorded a 310 per cent increase in calls relating to grooming during the campaign period, compared to the same time period in 2024.
“We are incredibly grateful to the media owners who stood behind this campaign. It was clear that this was something everyone cared deeply about, and their support went far beyond donating media inventory. Seeing partners integrate the campaign into their own content to amplify the message was truly inspiring. This level of collaboration shows just how powerful the industry can be when it comes together to protect children,” said Courtney McBryde, group business director at Wavemaker Brisbane.
The creative concept, powerfully and carefully executed by Engine Group, shone a light on the subtle ways grooming can be disguised as harmless behaviour—sparking important conversations around a topic that is often uncomfortable but urgently important.
“As a mother, this campaign hits hard. The thought of grooming and child sexual abuse is heartbreaking, and uncomfortable—which is exactly why we need to be talking about it. I’m so grateful to Engine Group, Wavemaker, and every media partner who stood behind this campaign,” commented Emma Davis, general manager QLD at UnLtd.
Together, we’re not only raising awareness but helping to stop abuse before it ever begins – and that’s something truly powerful.”
The post campaign research by Kantar showed a significant uplift in issue awareness and also behavioural change, with more parents discussing protecting children from sexual abuse and dangers of grooming.
Alison Geale, CEO of Bravehearts CEO said the organisation is humbled by the response and impact of the campaign, “protecting children from sexual abuse is everyone’s responsibility. This innovative campaign has ignited thousands of families to start vital conversations about personal safety.
“We are grateful to every media owner, partner, and supporter who helped deliver this important message to millions of Australians.”
