The Australian NGO is working with Grey Worldwide and Millward Brown to roll out an integrated initiative in 10 Asean markets, with the two agencies donating their time free of charge.
According to Child Wise programme manager Anita Dodds, the campaign will differ according to the relevant conditions in each country, but will be underpinned by a call to action, including the appropriate hotline numbers.
According to Child Wise programme manager Anita Dodds, the campaign will differ according to the relevant conditions in each country, but will be underpinned by a call to action, including the appropriate hotline numbers.
"We found that tourists are turning away from 'sex destinations' because they were feeling uncomfortable, so we wanted to empower tourists to report things and make them more comfortable to travel again," explained Dodds. "We wanted to alert people about the issue and also give them a way to respond."
In Thailand, Cambodia, Laos, Vietnam, Myanmar, Indonesia and the Philippines, the advertising will focus on these countries' status as destinations for sex tourists. "We're not trying to target the offenders in these countries, as we want wider impact," said Dodds.
In Malaysia, Singapore, Brunei, however, the campaign will target offenders as these nations are seen as 'sending' countries. Dodds added that executions would include TV, print, billboards, posters, stickers and an education booklet.
Grey Worldwide's Melbourne office developed the creative, while Millward Brown will handle benchmarking and testing. The campaign was launched at Child Wise's Asean conference in Laos, and will hit individual markets in November.
"There's been a long-term foundation for the campaign - to build on that the Asean governments wanted to add an extra element, which is public education," added Dodds.
