We want the audience to be active, to go and be educated, to be empowered, to make a change in their lives, be aware. It’s all about prevention. I think as adults, we have to educate ourselves, and hopefully this ad motivates people to take that next step.

We all [worked on this ad] out of the goodness of our hearts. It was all pro bono and from our souls. We knew that this ad can and will make a difference. This campaign needs to be seen and to reach as many people as we possibly can.”

I was passionate about finding Bravehearts the best media and creative partners here in Queensland, where their head office is located, to help them get their important message and mission out to the world.

After one conversation with the incredible Jane Sullivan, MD of Wavemaker in QLD, she agreed to come on board, and all of a sudden, we had a very powerful path forward to driving change.

I was then introduced to Tim Weger, Mike Fritz and Di Grice at Engine Group, and in that first meeting, I knew we had found the right creative agency. Their passion for listening, questioning everything, and being fierce in their pursuit of understanding was evident. 

Engine Group got to work with extensive research into the topic of child sexual abuse, and as a result, presented back this impactful concept, which was all about prevention and the ability to change the statistics – I will never forget the goosebumps and tears in the room that day.

It has truly been a career highlight bringing these incredible partners together to bring this important message to Australia, and I know I will reflect on this campaign for the rest of my career, knowing that we changed lives. What an absolute privilege.” 

It was this impact that I wanted us to create in our work for Bravehearts. To stop people in their tracks and to get them thinking that this heinous crime happens everywhere. It simply doesn’t discriminate. Our work aims to normalise the conversation, address the stigma and importantly to empower people with the tools to recognise how child sexual abuse begins through grooming.”

As creators of positive change, we have a natural affinity with not-for-profits and have provided extensive pro bono support to some incredible charitable organisations over the years. However, the reason we committed to providing 100% pro bono services to Bravehearts was because we knew from the very first meeting with the Bravehearts team that they would trust us implicitly to deliver extraordinary work through the power of creativity. And every step of the way since that meeting, they’ve done exactly that. Demonstrating the power of a client–agency relationship built on kindness, mutual trust, respect, and collaboration – and the work is absolutely evidence of that.

We promised to partner with the very best production partners in town and leverage relationships built over the last 25 years. We’ve been humbled by the level of support received for Bravehearts, but not surprised – as there are some very big hearts in this town [Brisbane].

Securing internationally acclaimed Leah Purcell as our film director via our relationship with TAXI Film Production is just one of many gifts that continue to leave the Bravehearts team blown away.”

This campaign is not just about awareness – it’s about giving parents and caregivers real tools to recognise grooming behaviours and take action early. I’m incredibly proud of the Wavemaker Brisbane team and what we’ve delivered together with Bravehearts and Engine, and so grateful to our exceptional media partners for their generosity to ensure this important message reaches communities across Australia.”