Child Rescue Coalition Warns of Hidden "Sharenting" Dangers via David&Goliath

Child exploitation online has skyrocketed. In the past five years, online grooming crimes against children have surged by a staggering 82% (NSPCC, 2023), and it’s estimated that over 500,000 predators are online every day—scouring social media for vulnerable targets.

In response, Child Rescue Coalition (CRC) is launching a powerful and unflinchingly urgent campaign this National Child Abuse Prevention Month: “Watch What You Post. They Are.” Created in collaboration with David&Goliath Brooklyn, the campaign reveals the often-invisible dangers behind every day “sharenting” and challenges parents to rethink how they share their children’s lives online.

“This is a wake-up call,” said Greg Schiller, CEO, Child Rescue Coalition. “Our goal is to open parents’ eyes to the unintended consequences of what they post, and ultimately, protect children from harm.”

The campaign’s centerpiece is a trio of :20 Instagram films featuring “Bath Time” that juxtapose tender family moments—bath time, potty training, bedtime—with the chilling presence of predators lurking in the shadows. These ordinary moments, captured lovingly by parents, become windows for exploitation when posted online. Each film delivers a gut punch of emotional truth, urging viewers to consider not just what they post, but who might be watching.

Complementing the visuals is a gripping series of :60 radio ads featuring “Oliver”, airing on top parenting podcasts. What begins as the warm reflections of devoted fathers takes a dark turn, revealing voices that know far too much about children they’ve never met. The shift is unsettling—and unforgettable.

Three chilling posters extend the campaign visually, reinforcing the films’ emotional impact. Balancing intimacy with menace, the campaign work uses glaring visual contrasts and alarming statistics to generate attention and provoke thought without assigning blame or shame. 

“Creative storytelling was key to our approach,” said Avi Pinchevsky, Executive Creative Director at David&Goliath Brooklyn. “We wanted to convey a critical message that resonates with parents and sparks meaningful conversations, without victimizing or alienating them. The campaign urges parents to reconsider what they share online, understanding that even seemingly innocent posts can expose children to dangerous risks.” 

For over a decade, CRC has been a leader in the fight against the distribution of Child Sexual Abuse Material (CSAM) and in protecting children from hands-on sexual abuse.

The Statistics Speak Loudly—And So Should Parents 

• 1 in 7 children will be contacted by an online predator. (Screen&Reveal, Online Predators Statistics and FAQs 2022)
• 1 in 25 will be manipulated into meeting in person. (Screen&Reveal, Online Predators Statistics and FAQs 2022)
• Over 75% of parents share images or videos of their children on social media. (Security.org, 2021) 
• In 2022, 25 million pieces of CSAM (Child Sexual Abuse Material) were reported on Facebook and Instagram alone. (Statista, 2022)

CRC research also shows that 85% of individuals who consume CSAM online eventually become hands-on abusers (CRC, 2025). And one of the most common gateways for predators? Innocent family photos, publicly shared.

“We’re not asking parents to disappear from the Internet,” said Schiller. “We’re asking them to pause, think, and protect. We believe parents want to do the right thing—they just need to see the risk more clearly.”

Throughout April, “Watch What You Post. They Are.” will roll out across social media, radio, posters, and digital platforms. CRC’s goal is to ignite a national conversation about digital safety and inspire real behavior change—one post at a time.

CREDITS

Organization: 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  

Editorial Company: Spinach  
Editor: Juan Pablo Digenio  
Managing Director: Adam Bright  
Executive Producer: Jonathan Carpio  
Senior Producer: Cristy Torres  

Visual Effects: 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 Mix: Racket Club 
Sound Designer / Mixer: Nathan Dubin 
Jr. Mixer: Anton Doty 
Executive Producer: Adrea Lavezzoli 

Photography: Richard Knapp
Integrated Producer: Jill Epstein