ABSTRACT

The necessity of developing effective and innovative primary prevention strategies is a pressing objective in stemming the harm caused by the production and consumption of child sexual exploitation material (CSEM). Digital media interventions – including search engine advertisements – hold promise as prevention tools to deflect potential users away from CSEM and redirect them to therapeutic services. This study aimed to establish an evidence base for effective advertising in this context by creating mock-up helpline advertisements and testing them in focus groups and interviews with staff and clients of New Zealand’s major treatment service providers for harmful sexual behavior. Prior to testing these advertisements in situ (on online platforms), this paper reports on a foundational creative and qualitative investigation of effective advertisements – what imagery, text, and design features are most likely to succeed in diverting people away from seeking CSEM and encouraging them to reach out to a helpline? The findings of this study offer deeper understanding of the mindset, emotions, and barriers to reaching out that are experienced by onset CSEM users, as well as suitability of certain imagery and text for advertising in this context, and thereby contribute to strengthening primary prevention efforts in combatting CSEM consumption.

摘要

制定有效和创新的初级预防策略的必要性是遏制生产和消费儿童性剥削材料 (CSEM) 造成的危害的紧迫目标。数字媒体干预——包括搜索引擎广告——有望成为预防工具，使潜在用户远离 CSEM，并将他们重定向到治疗服务。本研究旨在通过创建模拟帮助热线广告并在焦点小组中对其进行测试以及与新西兰主要治疗服务提供商的员工和客户进行有害性行为的访谈，从而为在这种情况下进行有效广告建立证据基础。在原地测试这些广告之前（在在线平台上），本文报告了对有效广告的基本创意和定性调查——哪些图像、文本和设计特征最有可能成功地使人们远离寻求 CSEM 并鼓励他们联系帮助热线？这项研究的结果让我们更深入地了解 CSEM 用户所经历的心态、情绪和接触障碍，以及某些图像和文本在这种情况下用于广告的适用性，从而有助于加强初级预防工作在打击 CSEM 消费方面。