ELEVEN COUNTRIES ONE VOICE

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ELEVEN COUNTRIESONE VOICE
Communication to prevent child-sex tourism
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Tourism in ASEAN

• 50 million international visitors arrivals in
  ASEAN in 2005
• 2 million Australian visitor arrivals in ASEAN in
  2005
• Australia amongst top 10 countries visiting ASEAN

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Child-Sex Tourism

• the commercial sexual exploitation of children
  by men or women who travel from one place to
  another, usually from a richer country to one
  that is less developed, and there engage in
  sexual acts with children, defined as anyone aged
  under 18 years of age.
• ECPAT International

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A Development Problem

• Poverty is a key cause and effect of child-sex
  tourism
• Poverty increases vulnerability
• Sexual abuse negatively impacts a childs
  development and increases poverty

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Scale of the Problem

• Two million children are victims of commercial
  sexual exploitation each year (UNICEF)
• Asia has the highest levels of child-sex tourism
  (ECPAT Int)

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Australia and ASEAN

• Child Protection Partnership
• Ten ASEAN Governments
• Australian Government
• Child Wise (ECPAT in Australia)

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A Campaign Begins

• Child Wise ASEAN Think Tank 2004
• Reviewed Stockholm Agenda
• Acknowledged solid foundation of child protection
  infrastructure in ASEAN

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Child Protection Infrastructure

• Application of UN CRC
• Child protection laws
• Heightened law enforcement
• Improved monitoring/surveillance

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Stockholm Agenda

• Target those involved in commercial sex with
  information, education and outreach campaigns to
  promote behavioural change
• Stockholm Agenda (1996)

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Campaign Objectives

• Mobilise responsible travellers and local
  citizens to report suspicious behaviour
• Deter child sex offenders
• Create a culture of intolerance to child sexual
  abuse

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Campaign Challenges

• We want to change behaviour to prevent child sex
  tourism
• Imperative to get the message right
• We are not social marketers

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Social Marketing 101

• Research to locate agency with best social
  marketing experience
• Located Grey Worldwide
• Pro-bono support

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• Whats the difference?

Whats the difference?
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Nothing!
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Create a brand. Sell a product.
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Transport Accident Commission
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Reality Advertising.
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That could so easily be me
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The results.
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Fatalities
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Speeding Habits
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Actual Speeds
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The results.
90 spontaneous recall.
65,000 phone calls.
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Big Problem. No Money
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Two Campaigns

• Receiving countries

• Sending countries

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Overarching theme
Overarching theme
Sex with children is a crime
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Key message
Receiving Countries
Be alert to child exploitation and report
suspect behaviour
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Target Audience

• Local citizens
• Responsible citizens
• Expats
• Tourist industry
• Brothel patrons

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Key message
Sending Countries
Have sex with children and you will be
punished
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Target Audience

• Potential offenders
• Family Friends of suspected offenders
• General public

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UmbreLLLa
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Make it actionable
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Ubiquity
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Wish list
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Enforcement
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The third audience
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Sending countries
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Measurement
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Emotion
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Lessons

• CAMPAIGN MUST BE ACTIONABLE
• Simple methods for effective action
• PHONE HOTLINES in every country
• REPORT SUSPICIOUS
• BEHAVIOUR ON 1300

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Lessons

• CONSISTENT AND UNIFIED MESSAGE

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Lessons

• COMMITMENT OF GOVERNMENT

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Lessons

• PARTNERSHIP WITH STAKEHOLDERS

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Lessons

• MEASURE IMPACT

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• ACHIEVEMENTS

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Next Steps

• ASEAN invites partners to support the campaign in
  ASEAN
• ASEAN welcomes opportunities to share the
  campaign in other regions
• Working together, we can prevent child-sex
  tourism

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• Here and now, let each and every member of
  ASEAN send a message that child sex offenders are
  not welcome and that ASEAN is not a place where
  they can get away with their crimes.Atty
  Victoria JasminDepartment of Tourism -
  Philippines

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