Innova DDB & 3Music TV Roll Out CALL THEM OUT Campaign on Familial Sexual Abuse

Marketing communications agency Innova DDB Ghana and 3MusicTV have officially launched a bold new advocacy initiative titled CALL THEM OUT, aimed at breaking the silence surrounding familial sexual abuse against children. The campaign was unveiled on Thursday, 20th November, at Accra High School, marking its first major public activation.

The initiative highlights the reality that many cases of child sexual abuse are committed by trusted adults within families or close social circles, abusers who benefit from silence, cultural protection and fear of public shame. By launching in a secondary school, the campaign directly engages one of the most vulnerable groups in these conversations.

The launch event featured prominent attendees, including Lali X Lola, who supported the event with their presence and advocacy. Renowned creative and speaker C-Real also delivered a compelling speech that emphasised the need for accountability, empowerment and collective responsibility in addressing abuse.

Additionally, Mama Cathy was in attendance, lending further credibility and support to the initiative, particularly in the space of community engagement and youth protection.

Innova DDB describes the campaign as one that “dares to break the silence around familial sexual assault against children,” challenging deeply-rooted norms that protect abusers due to family loyalty, societal respect, or fear of stigma.

The campaign encourages victims and communities to speak up and take action, stressing that abusers must be held accountable regardless of their relationship to the victim.

As a leading marketing communications agency, Innova DDB is leveraging branding, messaging and multimedia storytelling to drive social change. Rather than functioning as a traditional NGO initiative, CALL THEM OUT uses creative strategy and public engagement to shift narratives and dismantle silence at scale.

Research and survivor accounts continue to show that many cases of child sexual abuse involve relatives, family friends or caretakers making them harder to expose and prosecute. Silence often protects perpetrators while leaving victims without justice or healing.

The campaign’s launch is expected to mark the beginning of broader nationwide engagements, partnerships, school tours and digital advocacy. With continued support from influential voices and institutions, CALL THEM OUT may become a catalyst for long-term cultural change and child protection reform.