INNOVA DDB Ghana, in collaboration with Family Renaissance International (FRI) and 3Music TV, has launched a national campaign aimed at confronting the long-ignored crisis of sexual abuse within families and dismantling the culture of silence that allows it to thrive.

The initiative, dubbed ‘Call Them Out,’ was unveiled on Thursday at the Accra High School as part of activities marking the International Day of the Child, a global observance dedicated to children’s rights and protection.

For decades, many Ghanaian families have prioritised preserving their public image over safeguarding victims, especially when abuse is perpetrated by relatives or trusted family friends. The new campaign seeks to reverse this entrenched norm by encouraging communities to speak up, support survivors and demand accountability.

The Chief Executive Officer of the Ninani Group, Mr Joel Nettey, described familial sexual abuse as a generational issue that has survived through silence. “It’s been with us for a long time; the only problem is we don’t speak about it in Ghana, it’s time for somebody to call them out,” he said.

Rev Mrs Catherine Onwioduokit, Founding President of FRI, said the initiative was timely and necessary. The culture of secrecy, she said, has long enabled abuse to go unchecked. She urged victims not to feel too intimidated to report and that social media has helped to keep the issue in the public eye, signaling a shift from denial to responsibility.

Ms Audrey Quaye, Creative Director at Innova DDB, explained that the campaign goes beyond awareness creation. She explained that the campaign would feature phone-based support systems accessible through a dedicated landing page, downloadable educational resources and a network of counsellors ready to assist victims.

At a panel discussion, participants highlighted the urgent need for public awareness, effective reporting systems and comprehensive support for survivors. The panelist were Dr Delasy Kwami Gbekor of Lucca Health and Twelve in Twelve LBG, Ethel Obeng-Treve, Clinical Psychologist and Executive Director of Fafanto Psych, and Ophelia Awinboma Azure, Co-founder of the Centre for Public Health Development Initiative.

They outlined the manipulative tactics abusers deploy, the trauma survivors endure and the crippling stigma that deters victims from seeking help. They encouraged students to remain vigilant, support peers and serve as advocates for early reporting and accountability.

By Esinam Jemima Kuatsinu

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