Child sexual abuse is the most horrifying. Children are largely powerless against adults. Most alarming is statistic that over 80% of child sexual abuse perpetrators are within the victim’s close circle.  Ogilvy Barcelona has developed its campaign to combat child sexual abuse pro bono for the Vicki Bernadet Foundation. It’s the agency’s sixth pro bono collaboration with the Vicki Bernadet Foundation, demonstrating its ongoing commitment to this critical cause.

The campaign, It’s Me, uses the simple phrase to highlight the abuser’s easy access to the child through familiarity and trust, normalising the abuse and inflicting a double trauma of aggression and betrayal.

It’s Me, launched on the International Day Against Child Sexual Abuse, hopes to break the silence surrounding this issue and bring the proximity of abuse to the forefront of conversation within all families.

Enrique Almodóvar, Creative Director at Ogilvy, explained, “It’s Me is a phrase we use with those we trust the most. With this campaign, we want to highlight not only this dynamic, but also the cruelty of child sexual abuse – the double trauma of the aggression itself and the betrayal of someone who should protect the minor.”

Vicki Bernadet, president of the Foundation and a survivor of childhood sexual abuse herself, added, “20% of the population has suffered some type of child sexual abuse before the age of 17, and in most cases, the aggressor is someone in their family or trusted environment… This reality requires that we become aware and focus on prevention through specialized training.”

The campaign launch included an unprecedented debate with victims, experts, and families to contrast societal perceptions with lived experiences and share tools for prevention, detection, and action.