Children who experience sexual exploitation are often confronted with another barrier after the abuse itself: harmful myths that blame victims, overlook certain survivors, or misunderstand how exploitation happens. These misconceptions influence public attitudes, professional responses and policy decisions, making it harder for children to receive protection and justice.
ECPAT International launched the #NeverTheirFault campaign to help shift these perceptions. Rather than repeating common myths in order to debunk them, the campaign replaced them with evidence-based messages that encourage understanding, empathy and action. Rewire partnered with ECPAT to develop a multilingual communication campaign that could engage audiences across diverse cultural contexts.
Communicating consistently across languages and cultures
To support ECPAT’s global network, we designed a flexible campaign system that could be adapted across multiple communication channels while maintaining a consistent visual identity and message.
The campaign included animated videos, infographics, social media content, and digital assets designed to explain complex issues in clear, accessible ways. Each asset reinforced one of the campaign’s evidence-based messages, helping audiences understand that child sexual exploitation affects every community, that offenders are often people children know, and that children are never responsible for the abuse they experience.
Designed for use across ECPAT’s global network, the campaign materials were developed in English, Spanish, Portuguese, Russian, Arabic, Lao, Khmer, Bahasa Indonesia and Thai.
***
