NEWS

–With child exploitation crimes surging online, CRC’s powerful new message cuts through the noise with emotional impact and a call for safer online habits–

Boca Raton, Florida – April 16, 2025 – Child exploitation online has skyrocketed. In the past five years, online grooming crimes against children have surged by a staggering 82% (NSPCC, 2023), and it’s estimated that over 500,000 predators are online every day—scouring social media for vulnerable targets.

In response, Child Rescue Coalition (CRC) is launching a powerful and unflinchingly urgent campaign this National Child Abuse Prevention Month: “Watch What You Post. They Are.” Created in collaboration with David&Goliath Brooklyn, the campaign reveals the often-invisible dangers behind every day “sharenting” and challenges parents to rethink how they share their children’s lives online.

“This is a wake-up call,” said Greg Schiller, CEO, Child Rescue Coalition. “Our goal is to open parents’ eyesto the unintended consequences of what they post, and ultimately, protect children from harm.”

The campaign’s centerpiece is a trio of :20 Instagram films featuring “Bath Time” [LINK HERE] that juxtapose tender family moments—bath time, potty training, bedtime—with the chilling presence of predators lurking in the shadows. These ordinary moments, captured lovingly by parents, become windows for exploitation when posted online. Each film delivers a gut punch of emotional truth, urging viewers to consider not just what they post, but who might be watching.

Complementing the visuals is a gripping series of :60 radio ads featuring “Oliver” [LINK HERE], airing on top parenting podcasts. What begins as the warm reflections of devoted fathers takes a dark turn, revealing voices that know far too much about children they’ve never met. The shift is unsettling—and unforgettable.

Three chilling posters extend the campaign visually, reinforcing the films’ emotional impact. 

Balancing intimacy with menace, the campaign work uses glaring visual contrasts and alarming statistics to generate attention and provoke thought without assigning blame or shame.

“Creative storytelling was key to our approach,” said Avi Pinchevsky, Executive Creative Director at David&Goliath Brooklyn. “We wanted to convey a critical message that resonates with parents and sparks meaningful conversations, without victimizing or alienating them. The campaign urges parents to reconsider what they share online, understanding that even seemingly innocent posts can expose children to dangerous risks.”

For over a decade, CRC has been a leader in the fight against the distribution of Child Sexual Abuse Material (CSAM) and in protecting children from hands-on sexual abuse.

The Statistics Speak Loudly—And So Should Parents

• 1 in 7 children will be contacted by an online predator. (Screen&Reveal, Online Predators Statistics and FAQs 2022)
• 1 in 25 will be manipulated into meeting in person. (Screen&Reveal, Online Predators Statistics and FAQs2022)
• Over 75% of parents share images or videos of their children on social media. (Security.org, 2021) 
• In 2022, 25 million pieces of CSAM (Child Sexual Abuse Material) were reported on Facebook and Instagram alone. (Statista, 2022)

CRC research also shows that 85% of individuals who consume CSAM online eventually become hands-on abusers(CRC, 2025). And one of the most common gateways for predators? Innocent family photos, publicly shared.

“We’re not asking parents to disappear from the Internet,” said Schiller. “We’re asking them to pause, think, and protect. We believe parents want to do the right thing—they just need to see the risk more clearly.”

Throughout April, “Watch What You Post. They Are.” will roll out across social media, radio, posters, and digital platforms. CRC’s goal is to ignite a national conversation about digital safety and inspire real behavior change—one post at a time.

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CREDITS

Organization: Child Rescue Coalition

Founder: Carly Yoost

CEO: Greg Schiller

VP Development and Marketing: Emily Meacham

Agency: David&Goliath Brooklyn

Founder & Creative Chairman: David Angelo

Chief Creative Officer: Ben Purcell

Executive Creative Director: Avi Pinchevsky

GCD / Art Director: Rick Standley

GCD / Copywriter: Tiffany Smith

ACD / Art Director: Diego Wortmann

ACD / Copywriter: Erick Monero

Junior Art Director: Riley Rawson

Junior Copywriter: Danny White

Managing Director, Broadcast Production: Paul Albanese

Managing Director, Integrated Production & Technology: Peter Bassett

Senior Content/Art Producer: Jill Epstein

Associate Producer: Ashley Asherian

Chief Strategy Officer: Brendan Robertson

Director of Strategy, Head of Social Impact: Madison Cameron

Group Communications Strategy Director: Jeff Cannata

Communications Strategist: Alanie Abron

Chief of Client Services: Michele Tebbe

Senior Account Executive: Eric Brothers

Director of Business Affairs Manager: Quynh-An Phan

Senior Business Affairs Manager: Chrissy Shearer

Chief Integration Officer: Amy Chiang

Associate Director of Project Management: Jon Cindric

Production Company: Spinach

Director: John O’Hea Executive Producer: Adam Bright

Executive Producer: Jonathan Carpio

Editorial Company: Spinach

Editor: Juan Pablo Digenio

Managing Director: Adam Bright

Executive Producer: Jonathan Carpio

Senior Producer: Cristy Torres

Visual Effects: JAMM

VFX Supervisor – Patrick Munoz

Comp Artist – Carter Hurlburt

Production Coordinator – Tim Russell

Executive Producer – Ashley Greyson

Executive Producer – Asher Edwards

Color: JAMM

Colorist – Jess Ginks

Color Assist – Aldo Rosati

Color Executive Producer – Kevin Breheny

Music: Soundtree Music

Music Title: Dark Turn

Published by: Soundtree Music Publishing

Composer: Joel Hartman

Additional Music Production: John Mourounas, Maddie Stephenson, Peter Raeburn

Soundtree MD: Jay James

Audio Mix: Racket Club

Sound Designer / Mixer: Nathan Dubin

Jr. Mixer: Anton Doty

Executive Producer: Adrea Lavezzoli

Photography: Richard Knapp

Integrated Producer: Jill Epstein