The campaign consists of a series of print and radio ads as well as brochures which outline the various forms of abuse and maltreatment, including physical, emotional or sexual harm, living with violence and being left without adequate supervision. The ads also direct the public to the phone numbers in each region where they can report child abuse.

The mandatory reporting of child abuse or maltreatment has been a part of provincial legislation since the 1970s and was updated in the more recent Child, Youth and Family Services Act, proclaimed in 2000.

For more information on the duty to report child abuse view the brochure.