TY - SER AU - Newman, Emily F. AU - Efthymiadou, Erifili AU - Quayle, Ethel AU - Squire, Tom AU - Denis, Deborah AU - Wortley, Richard AU - Beier, Klaus M. AU - Koukopoulos, Nikolaos TI - The impact of a public health campaign to deter viewing of child sexual abuse images online : : a case study of the UK Stop It Now! campaign PY - 2024/// PB - Sage, KW - ABUSIVE MEN KW - CHILD SEXUAL ABUSE MATERIAL KW - HELP SEEKING KW - IMAGE-BASED SEXUAL ABUSE KW - INTERVENTION KW - PREVENTION KW - PERPETRATORS KW - SOCIAL MARKETING KW - TECHNOLOGY-FACILITATED ABUSE KW - INTERNATIONAL KW - UNITED KINGDOM N1 - Sexual Abuse, 2024, 36(6): 635-661 N2 - Public campaigns offer an opportunity to prevent child sexual abuse by raising awareness and promoting help available to bystanders, victims, and those at risk of perpetrating the abuse. This paper explores the impact of The Lucy Faithfull Foundation’s ‘Stop It Now!’ campaign in the UK (2015–2018) on help-seeking. Helpline calls (11,190 unique callers), website analytics (109,432 new website visitors) and three website-hosted surveys (N = 252) provided data on help-seeking, awareness, and self-reported behavior. Results indicated that there were more visitors to the help website during active campaigning periods, and helpline callers and website visitors were more likely to seek help after viewing campaign materials during active than non-active campaign periods. Help-seekers were predominantly men concerned about their own behavior. Survey 2 respondents concerned about their own behavior (n = 53) indicated that their awareness of the law (75.5%), and legal and personal consequences (67.9%) had changed after hearing about the campaign, and 66% reported a change in behavior. Public health campaigns may be an effective way to promote help-seeking and prevent abuse. (Authors' abstract). Record #8898 UR - https://doi.org/10.1177/10790632231205784 ER -