DON'T BECOME AN OFFENDER. NOT EVEN ONLINE. for CHARITE BERLIN - INSTITUTE OF SEXOLOGY AND SEXUAL MEDICINE

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DON'T BECOME AN OFFENDER. NOT EVEN ONLINE.

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Released July 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: CHARITÉ BERLIN - INSTITUTE OF SEXOLOGY AND SEXUAL MEDICINE
Product/Service: PREVENTION OF CHILD PORNOGRAPHY CONSUMPTION
Managing Director: Klaus Dittko (Scholz & Friends Agenda)
Creative Director: Stefanie Zimmermann (Scholz & Friends Hamburg)
Creative Director: Christian Vosshagen (Scholz & Friends Hamburg)
Consultant Public Relations: Christina Ritzenhoff (Scholz & Friends Agenda)
Junior Consultant Public Relations: Ulrike Clarus Wiarda (Scholz & Friends Agenda)
Management Supervisor: Rosa-Maria Beckmann (Scholz & Friends Hamburg)
Junior Art Director: Anjali Schroeder (Scholz & Friends Hamburg)
Junior Copy Writer: Marc-Marcel Mueller (Scholz & Friends Hamburg)
Account Manager: Malin Ehmke (Scholz & Friends Hamburg)
Account Manager: Constanze Schnieder (Scholz & Friends Hamburg)
Media placement: TV-Spot - Private And Public Broadcast Stations - Unknown (Aired Free Of Charge)
Media placement: Print Advert In Professional Journals - On Enquiry - July 2009
Media placement: Online Banner - Unknown (Banner Could Be Downloaded From The Webpage) - Unknown (Free Of Charge)

Summary of the Campaign
The campaign "Kein Täter werden. Auch nicht im Netz" (english: "Don’t become an offender. Not even online") as part of the research and prevention project "Child Pornography Offenses – Prevention Project Dunkelfeld" by the Institute of Sexology and Sexual Medicine proves that sensitive issues can be put on the public agenda with limited resources and well-designed measures. With a scientific approach to popular questions and a rational prevention strategy, the project contributes to stopping sexual abuse resulting from the production and dissemination of child pornography. Potential child offenders are offered a perspective and a way to address their issue – before they consume child pornography and before they commit an actual assault. Both, users of child pornography and the public are alerted to the fact that every picture presumes an act of sexual violation against children.

The Goal
Potential and actual users of child pornography are alerted to their criminal liability and consequences of their actions, while being encouraged to register for therapy. The message is: 'Child pornography is not a petty offence! You are not to blame for your sexual preferences, but you are responsible for your actions!' The general public is made aware that the use of child pornography is a form of child abuse. It is illegal and constitutes a grave violation of children’s rights. Furthermore, the news coverage is turned into differentiated and solution-oriented reporting about a serious social problem.

Results
Important cooperation partners have been successfully recruited for the project. The child protection foundation Hänsel+Gretel and the Federal Ministry of Family, Senior Citizens, Women and Youth provided financial and professional support to the project. With online banners and a TV spot that gets right under the skin, the campaign communicates clearly: Child pornography is sexual abuse and thus a crime. The Institute decided to combat this problem applying therapeutic methods to prevent child molestation. The first successes are apparent: three months after the press conference about 50 men have contacted the Institute. Free publicity: 45 media articles in leading newspapers, TV, radio and online media (including: Süddeutsche Zeitung, tagesschau, NDR, Spiegel Online, Zeit online) have reported about this complex, sensitive issue. The spot has been aired free of charge by several broadcast units. In public and political discussion the project is often cited as an effective instrument to fight sexual child abuse.

Execution
The Charité first challenge was to find influential partners in the child protection community and among politicians willing to support a project touching upon a highly emotive topic. Furthermore, financial support was indispensable. After thorough research and preparation the scientific project and accompanying PR and media campaign commenced in June 2009 with a well attended press conference. A provocative TV spot was presented and the national press was informed about the research project and therapies available for potential offenders. Personal assistance to the large number of interested journalists ensured an extensive and accurate transmission of the campaign’s messages. Ads in professional journals, online banners on several web pages and lectures for professionals and political decision-makers raised the awareness for the goals of the Institute. Intensive professional presswork kept the subject on the public and the political agenda.

The Situation
Appalling individual cases of child abuse and child pornography have recently led to increased emotional and sensational media coverage and a fierce public debate. The research project seeks to establish a scientific approach to questions such as: Who uses child pornography? And what connection exists between its usage and sexual assaults on minors? Affected men with an awareness of the problematic nature of their behaviour are offered therapeutic support. An important contribution is thus being made towards the prevention of this social problem.

The Strategy
The approach of specifically targeting affected men was based on the experience of the first research project PPD 'Kein Täter werden' and the accompanying campaign. This showed that potential participants are more likely to respond if the media campaign deals with the needs of the target group by: - showing empathy and a change of perspective - distancing itself from discrimination of individuals for their sexual preference - assuring confidentiality and anonymity regarding all collected data - preparing ground for therapeutic prevention: 'You are not guilty because of your sexual desire, but you are responsible for your sexual behaviour. There is help! Don’t remain or become a child pornography offender!' Furthermore, the Institute’s position was to be communicated to the general public: the use of child pornography is harmful to children and the Charité is committed to combating it.