People are not always careful about what they post. Careless posts featuring children are dangerous. Child exploitation online has skyrocketed. In the past five years, online grooming crimes against children have surged by 82% (NSPCC, 2023), and it’s estimated that over 500,000 predators are online every day, scouring social media for vulnerable targets.
In response, Child Rescue Coalition (CRC) and David&Goliath Brooklyn have launched an urgent campaign this National Child Abuse Prevention Month. Watch What You Post. They Are. reveals the often-invisible dangers behind every day “sharenting” and challenges parents to rethink how they share their children’s lives online.
The campaign’s centrepiece is a trio of 20-second Instagram films featuring Bath Time that juxtapose tender, ordinary family moments—bath time, potty training, bedtime—with the chilling presence of predators lurking in the shadows.
Complementing the visuals is a gripping series of :60 radio ads featuring Oliver, airing on top parenting podcasts. What begins as the warm reflections of devoted fathers takes a dark turn, revealing voices that know far too much about children they’ve never met.
“This is a wake-up call,” stated Greg Schiller, CEO, Child Rescue Coalition. “Our goal is to open parents’ eyes to the unintended consequences of what they post, and ultimately, protect children from harm.”
Three chilling posters extend the campaign visually, reinforcing the films’ emotional impact. Balancing intimacy with menace, the campaign work uses glaring visual contrasts and alarming statistics to generate attention and provoke thought without assigning blame or shame.
“Creative storytelling was key to our approach,” commented Avi Pinchevsky, executive creative director at David&Goliath Brooklyn. “We wanted to convey a critical message that resonates with parents and sparks meaningful conversations, without victimizing or alienating them. The campaign urges parents to reconsider what they share online, understanding that even seemingly innocent posts can expose children to dangerous risks.”
The Statistics Speak Loudly—And So Should Parents
1 in 7 children will be contacted by an online predator. (Screen&Reveal, Online Predators Statistics and FAQs 2022)
1 in 25 will be manipulated into meeting in person. (Screen&Reveal, Online Predators Statistics and FAQs 2022)
Over 75% of parents share images or videos of their children on social media. (Security.org, 2021)
In 2022, 25 million pieces of CSAM (Child Sexual Abuse Material) were reported on Facebook and Instagram alone. (Statista, 2022)
CRC research also shows that 85% of individuals who consume CSAM online eventually become hands-on abusers (CRC, 2025). And one of the most common gateways for predators? Innocent family photos, publicly shared.
“We’re not asking parents to disappear from the Internet,” Schiller stated. “We’re asking them to pause, think, and protect. We believe parents want to do the right thing—they just need to see the risk more clearly.”
Throughout April, Watch What You Post. They Are. will roll out across social media, radio, posters, and digital platforms.
Credits:
Client: Child Rescue Coalition
Founder: Carly Yoost
CEO: Greg Schiller
VP Development and Marketing: Emily Meacham
Creative Agency: David&Goliath Brooklyn
Founder & Creative Chairman: David Angelo
Chief Creative Officer: Ben Purcell
Executive Creative Director: Avi Pinchevsky
Group Creative Directors: Rick Standley & Tiffany Smith
Associate Creative Directors: Diego Wortmann & Erick Monero
Junior Art Director: Riley Rawson
Junior Copywriter: Danny White
Managing Director, Broadcast Production: Paul Albanese
Managing Director, Integrated Production & Technology: Peter Bassett
Senior Content & Art Producer: Jill Epstein
Associate Producer: Ashley Asherian
Strategy Team: Brendan Robertson, Madison Cameron, Jeff Cannata & Alanie Abron
Account Management: Michele Tebbe & Eric Brothers
Business Affairs: Quynh-An Phan & Chrissy Shearer
Chief Integration Officer: Amy Chiang
Associate Director of Project Management: Jon Cindric
Production Company: Spinach
Director: John O’Hea
Executive Producers: Adam Bright & Jonathan Carpio
Editing: Spinach
Editor: Juan Pablo Digenio
Managing Director: Adam Bright
Executive Producer: Jonathan Carpio
Senior Producer: Cristy Torres
Visual Effects & Post-Production: JAMM
VFX Supervisor: Patrick Munoz
Comp Artist: Carter Hurlburt
Production Coordinator: Tim Russell
Executive Producer: Ashley Greyson & Asher Edwards
Colourist: Jess Ginks
ColoUr Assist: Aldo Rosati
Color Executive Producer: Kevin Breheny
Music: Soundtree Music
Composer: Joel Hartman
Audio Mix: Racket Club
Sound Designer & Mixer: Nathan Dubin
Photography: Richard Knapp
Integrated Producer: Jill Epstein
