In a sobering response to the alarming rise in online child exploitation, the Child Rescue Coalition (CRC) has launched a chilling new awareness campaign, from David&Goliath, titled “Watch What You Post. They Are.” Timed with National Child Abuse Prevention Month, the effort aims to jolt parents into rethinking how they share their children’s lives online—and who might be watching.
According to the NSPCC, online grooming crimes have surged by 82% in the past five years, and it’s estimated that over 500,000 predators are online daily, scanning social media for vulnerable content. CRC’s campaign puts a disturbing spotlight on a growing digital threat: sharenting—the casual, widespread sharing of children’s photos and videos by well-meaning parents.
“This is a wake-up call,” said Greg Schiller, CEO of Child Rescue Coalition. “Our goal is to open parents’ eyes to the unintended consequences of what they post, and ultimately, protect children from harm.”
Crafted in partnership with David&Goliath Brooklyn, the emotionally arresting campaign is led by a trio of :20-second Instagram films, including “Bath Time,” that contrast sweet family moments with the shadowy silhouettes of predators watching. Intimate scenes like bedtime and potty training take on a chilling undertone when viewers are reminded that innocent posts can become disturbing portals for those with harmful intent. Watch below:
The campaign also features a powerful series of :60 radio ads, such as “Oliver,” airing across major parenting podcasts. What begins as warm paternal reflections suddenly swerves into something much darker—an unseen narrator revealing far too much about a child he’s never met. The effect is haunting and unforgettable.
Three stark posters further extend the campaign’s reach, reinforcing the juxtaposition of parental love and predatory threat. With careful sensitivity, the creative avoids shaming parents, instead encouraging awareness and action.
“We wanted to spark conversation without casting blame,” said Avi Pinchevsky, Executive Creative Director at David&Goliath Brooklyn. “Our storytelling had to balance emotional truth with social urgency, reminding parents that even innocent content can carry unthinkable consequences.”
CRC’s message is underscored by sobering data:
- 1 in 7 children will be contacted by an online predator.
- 1 in 25 will be manipulated into meeting in person.
- Over 75% of parents share photos or videos of their children online.
- In 2022 alone, 25 million pieces of child sexual abuse material (CSAM) were reported on Facebook and Instagram.
- According to CRC’s own findings, 85% of those who consume CSAM go on to become hands-on abusers—and many begin with everyday family posts.
CRC isn’t calling for silence, but vigilance. “We’re not asking parents to disappear from the Internet,” said Schiller. “We’re asking them to pause, think, and protect. Parents want to do the right thing—they just need to see the risk more clearly.”
The “Watch What You Post. They Are.” campaign will continue rolling out this month across social media, streaming radio, podcast placements, and digital platforms. With it, CRC hopes to start a vital national conversation—and to keep kids safer, one post at a time.
CREDITS:
BRAND: 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
EDIT: Spinach
- Editor: Juan Pablo Digenio
- Managing Director: Adam Bright
- Executive Producer: Jonathan Carpio
- Senior Producer: Cristy Torres
VFX: 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: Racket Club
- Sound Designer / Mixer: Nathan Dubin
- Jr. Mixer: Anton Doty
- Executive Producer: Adrea Lavezzoli
PHOTOGRAPHY: Richard Knapp
Integrated Producer: Jill Epstein
REELated:
Red’s Burritos gets steamy with lingerie for air fryers
