The campaign targets two specific audiences: The first is the victims themselves who are potentially unaware they are being abused along with parents, relatives and friends. Various scenarios are presented to them to help identify possible exploitation and encourage them to call Childline should they have any concerns.

Equally as important is the second target audience who are members of the public in jobs such as mini cab drivers or hotel workers who may come in to contact with potential victims of exploitation. The message highlights key indicators and urges them to ‘Say something if you see something’. Both strands of the campaign proved to be so successful that other London boroughs have asked for permission to adopt it.