Innova DDB and 3Music Launch Bold ‘Call Them Out’ Campaign to Tackle Familial Sexual Abuse in Ghana

Innova DDB Ghana, in partnership with 3Music, has launched a powerful national awareness initiative aimed at confronting the rising prevalence of familial sexual abuse across the country. The campaign, Call Them Out seeks to break Ghana’s long-standing culture of silence around sexual abuse within homes and familiar environments, while providing victims with real psychological, medical and legal support.

The initiative was highlighted during a special edition of Unpackin’ with Innova DDB on 3Music TV, featuring key voices leading the campaign: Audrey Quaye, Creative Head at Innova DDB; Theodora S.L. Hammond, a seasoned healthcare professional and counselling psychologist; and Dr Khristine N. Marbell Pierre, Head of Psychology at Mission Special Hospital.

According to Audrey Quaye, Innova DDB’s central objective is to use creativity as a force for social change. “We are asking people to be accountable. We are asking people to call out abusers. Silence makes you complicit,” she emphasised.

She revealed that Call Them Out has been in development for years, but the growing public discourse and spike in real-life cases prompted the agency to activate the campaign now. The platform connects victims especially children with trained psychologists, child protection experts and healthcare professionals for immediate intervention.

The campaign includes a dedicated landing page, downloadable educational materials, reporting procedures and a direct hotline (050-128-9949) for community members seeking help or guidance.

The panellists stressed that most sexual abuse cases involving children occur not at the hands of strangers, but within the home or trusted social circles with 80–90% of perpetrators known to the children, often uncles, cousins, teachers, neighbours, religious leaders, or family friends while boys are also victims, though they are far less likely to report. Current estimates show: Girls: ~40% prevalence and Boys: ~22–23% prevalence.

Dr Khristine highlighted that untreated childhood abuse often leads to long-term trauma, depression, withdrawal and in some cases, cyclical abuse in adulthood. “If this isn’t addressed, the entire life trajectory of the child changes. Many abused boys later become abusers because no one intervened,” she explained.

Both psychologists emphasised the need for Constant therapy, Safe environments for disclosure, removing blame from victims and teaching children concepts like safe touch vs unsafe touch

The conversation also addressed one of the most painful outcomes of sexual assault: pregnancy. Both experts acknowledged the severe psychological toll on young girls and women forced to carry pregnancies resulting from trauma.

Counsellors do not impose decisions, but present options while guiding victims toward choices that protect their well-being.

Beyond supporting victims, the panel delivered a direct message to perpetrators:

Abuse, whether toward boys or girls destroys individuals and families. The campaign aims not only to expose offenders but to prevent future harm by disrupting generational cycles of abuse.

Audrey Quaye concluded by emphasising that Call Them Out is not a one-off activation but a long-term movement. “We are creating a safe space for real help. We need everyone from parents, teachers and communities to join the conversation. This is a national issue.”

The campaign includes a QR code for digital resources, social-sharing materials to spread awareness and the hotline for reporting cases or seeking help.