The Vicki Bernadet Foundation Launches the Powerful Campaign "It's Me" to Combat Child Sexual Abuse

Nov. 20, 2024

​​​​​On the International Day Against Child Sexual Abuse, which is celebrated this Tuesday, November 19, and hand in hand with Ogilvy, the Vicki Bernadet Foundation presents “Soy Yo”, a powerful awareness campaign that addresses the alarming statistic: more than 80% of the aggressors are part of the victim's close circle.

This campaign, the sixth altruistic collaboration between the agency and the non-profit association, seeks to break the silence surrounding this problem and bring the proximity of abuse to all types of families in a clear and direct way.

• The awareness action, devised altruistically by Ogilvy, puts the spotlight on the family or trusted environment as a scenario for child sexual abuse.
• "‘It's me’ is a phrase we use with those we trust the most. This familiarity illustrates the abuser's easy access to the child, normalizing the abuse. The campaign seeks to make visible this dynamic and the cruelty of child sexual abuse, which inflicts a double trauma: the aggression and the betrayal of the one who should protect the minor,” says Enrique Almodóvar, Creative Director of Ogilvy in Barcelona.

The Vicki Bernadet Foundation, in its ongoing fight against child sexual abuse, presents this year a new awareness campaign with a renewed focus. Under the title “It's me”, this initiative seeks to change the perspective and focus on the social perception of this scourge. The main objective is to bring the proximity of child sexual abuse closer to all types of families in a clear and direct way, facilitating understanding and dialogue on an often-silenced topic. Created altruistically by Ogilvy, “Soy yo” is the agency's sixth campaign for the organization. With this new action, the organization redoubles its efforts to raise awareness in society and promote prevention, which is crucial for the necessary protection of children.

Enrique Almodóvar, Creative Director of Ogilvy in Barcelona, said:

"It's me’ is a phrase we use with those we trust the most, with those we know that our voice identifies us instantly. It illustrates the easy access of the abuser to the minor through trust, normalizing abuse. With this campaign, we want not only to make this dynamic visible, but also the cruelty of child sexual abuse. The trauma is twofold: for the aggression itself and for the betrayal of someone who should protect the minor.” In turn, the creative adds that “precisely because of its everyday use in intimate settings, it becomes the perfect concept for this campaign. It evokes a scene that is recognizable to everyone, but in this context it becomes chilling.”  

 

Vicki Bernadet, president of the Foundation and a victim of childhood sexual abuse, said:

 “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. They are people in whom children trust for their care. This reality requires that we become aware and focus on prevention through specialized training aimed at families, professionals and all people who are in direct contact with children and adolescents. Through this campaign, we seek to awaken responsibilities so that, among all of us, we can protect children. We believe that, with perseverance and the collaboration of the media, we can face this painful reality, assume the data, understand its incidence and implement urgent measures with the involvement of the whole society.”

 

An unprecedented debate to present the campaign 

The organization has brought together victims, experts and families with the aim of contrasting the perception of society with the professional and life experience, also sharing tools and resources for the proper prevention, detection and action of child sexual abuse. The event, which was attended by more than 50 people, focused on the importance of listening, support and specialized training to break the silence and protect children. The event was attended by Vicki Bernadet, president of the Foundation and survivor of child sexual abuse; Pilar Polo, psychologist specialized in child sexual abuse; and Lidia Pujol and Esther Pujol, survivors of childhood sexual abuse.  

Child sexual abuse affects 1 in 5 children before the age of 17

The Vicki Bernadet Foundation has highlighted the fact that child sexual abuse affects 1 in 5 children before the age of 17. The Vicki Bernadet Foundation has put on the table that child sexual abuse affects 1 in 5 children before the age of 17. Unfortunately, most of them do not get the help they need; in fact, 60% will never receive it. In addition, the silence surrounding this problem is devastating, as 90% of those affected do not disclose the abuse until adulthood, making recovery and justice difficult.

More than 16,000 beneficiaries in one year 

In the last year, according to data from the Foundation, which specializes in comprehensive care, training, prevention and awareness of child sexual abuse, 16,390 people, including 10,600 children and adolescents, benefited from training activities. More than 1,500 new contacts were made in the therapeutic and legal areas, with more than 400 users receiving therapy. Counseling was provided to more than 450 professionals, and 93 legal cases were handled. In total, more than 1,300 families were involved, and more than 3,400 professionals were trained.