Innova DDB Ghana, in collaboration with Family Renaissance International (FRI) and 3Music TV, launched the Call Them Out movement, a program...
Innova DDB Ghana, in collaboration with Family Renaissance International (FRI) and 3Music TV, launched theCall Them Outmovement, a program aimed at addressing the concealed issue of family-related sexual abuse and the atmosphere of secrecy that frequently accompanies it.
The initiative was introduced on Thursday at Accra High School, aligning with the International Day of the Child, an event that advocates for children's rights and worldwide efforts to enhance their welfare.
For an extended period, families have opted to stay quiet when abuse occurs at the hands of relatives or close family acquaintances, putting the preservation of the family's reputation above the well-being and respect of those affected. The initiative questions these societal standards and urges the community to speak out instead of making victims bear the entire responsibility.
To commemorate the start of the event, Mr. Joel Nettey, CEO of the Ninani Group, established the atmosphere for the gathering, highlighting the core message of the Call Them Out initiative – "Familial sexual abuse is not a recent issue for us; it has existed for a long time – the real challenge is that we do not discuss it openly in Ghana."
It's time for someone to address them. Innova DDB is leveraging our fundamental marketing communications skills to drive positive behavior change. Call Them Out aims to stop this practice by promoting open dialogue within families and communities, safeguarding survivors, and ensuring those responsible are held accountable.
The event gathered professionals in psychology, family counseling, and advocacy for an engaging discussion, aiming to explore the critical importance of comprehensive awareness, prevention, reporting, and support mechanisms for youth impacted by abuse.
In her opening remarks, Rev. Mrs. Catherine Onwioduokit, the Founder and President of FRI, praised the initiative as essential for shifting towards a culture of responsibility and safeguarding. “The 'shh shh' – don't discuss it – is what is harming families.”
Some matters require silence, while others demand conversation – abuse is definitely one that should be discussed. Don't let fear prevent you from speaking out.
She also emphasizes how the rise of social media has allowed discussions to continue and stay significant. "Conversations are emerging. We see individuals online speaking out against abusers, which shows that we are moving from a culture of silence to one of accountability, responsibility, and protection."
The discussion panel also featured Dr. Delasy Kwami Gbekor, a General Practitioner at Lucca Health Medical Specialty Centre and the founder of Twelve in Twelve LBG; Ethel Obeng-Treve, a Clinical Psychologist and Executive Director of Fafanto Psych Organisation, along with Ophelia Awinboma Azure, co-founder of the Centre for Public Health Development Initiative.
They talked about the culture of silence that surrounds family sexual abuse, and the importance of going beyond just raising awareness, but instead enabling students and the broader community to take a stand, speak out, and support victims while also holding abusers responsible.
Central to the conversations were the deceptive and forceful methods that abusers use to attract vulnerable children and engage in actions that leave lasting trauma on the victims, who are made to endure the suffering for the rest of their lives.
They also addressed the culture of stigma and punishment, which serves as a significant obstacle for victims and their families in seeking assistance because of the harmful labels that might be attached to them. As a result, they encouraged students to look out for one another and become personal advocates who will drive a new era of protection, responsibility, and support.
Their perspectives emphasized the harmful effects of remaining silent and the empowering effect of voicing concerns – Call Them Out is not just a campaign, but a movement aimed at restoring respect, safeguarding the weak, and changing societal standards.
Audrey Quaye, the Creative Director at Innova DDB, highlighted that the CALL THEM OUT initiative extends far beyond mere events.
It also features ways to assist victims through phone call options on the Call Them Out homepage, access to downloadable educational materials, and a group of trained experts, counselors, and professionals ready to help victims obtain support.
The initiative will also gain more visibility via the official hashtag #CallThemOut on online platforms.
Cyril Gockel, Director of Brands and Marketing (3Music TV), recognized the significance of Call Them Out. “3Music TV is pleased to serve as the media partner for this impactful initiative, and we are eager to leverage our platforms to spread the word, particularly during a time when discussions about sexual abuse and bodily autonomy are increasingly prevalent.”
In his final comments, Dr. Kenneth Hammond, the COO of Innova DDB, acknowledged the debut of Call Them Out as a pledge to drive transformation: “Today goes beyond an occasion; it marks the start of a collective dedication to change. What we've introduced today isn't merely a initiative; it's a commitment that holds real significance.”
He also urged everyone to become a champion of the message, "as we depart today, let us serve as representatives of this campaign, continue to promote, continue to support, and keep striving for the change we wish to witness."
Call Them Out presents accountability as the genuine indicator of a family's resilience.
About the Partners
Innova DDB Ghana is a renowned advertising and marketing communications firm that provides brand advisory, public relations, digital solutions, and media creation services, and is part of the international DDB Worldwide network.
Family Renaissance International is an officially recognized non-profit, non-religious Christian group dedicated to family life, marriage, and spiritual growth via instruction, guidance, and spreading the faith.
3Music TV is a Ghanaian entertainment enterprise that runs a 24-hour lifestyle-focused television channel, producing programs, hosting live events, and developing digital content aimed at young audiences.
Provided by SyndiGate Media Inc. (Syndigate.info).
