Public Service Campaign: Educating & Preventing Child Exploitation

By on Wednesday, March 12, 2014

The National Center for Missing & Exploited Children (NCMEC) is well-known for its work in missing child cases, but in 2003, many did not realize it also supported services to assist survivors of child sexual exploitation.

One in five girls and one in ten boys will be sexually victimized before reaching adulthood. With the help of a family who worked in advertising and had been  affected by child exploitation, NCMEC launched a targeted and national public service campaign to better educate the community about child victimization and how to get help. The campaign featured multiple black and white ads that challenged viewers to consider the issue. Ads ran in USA Today through a partnership, but were also placed in other publications and online.

To further maximize the campaign, NCMEC hired Steppingstone LLC to conduct targeted audience outreach for the campaign. The project targeted children’s service providers and the social work community, religious/faith communities, parents, and law enforcement. Newsletter articles, magazine features, and even church bulletin inserts featuring information about the campaign, helped communities learn about the campaign and resources available to better educate them on ways to prevent child exploitation.

The advertising for the campaign is still available today on the NCMEC website.


This magazine article about the campaign ran in Children’s Voice magazine, produced by the Child Welfare League of America.

Client: National Center for Missing & Exploited Children (NCMEC)

Steppingstone LLC Provided Services: campaign management, audience outreach, media relations, feature writing, community outreach

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