A Once-in-a-Generation Opportunity to Reshape the Conversation on Child Sexual Abuse

Early on, Storyfolk recognised that addressing the complexity and depth of child sexual abuse goes beyond an individual brand. Reshaping a national discourse required a multifaceted approach, especially with over 65+ stakeholders involved, to ensure sensitivity and appropriateness. Given the significant investment into the Royal Commission, the effectiveness of the National Centre was non-negotiable. The brand needed to balance expertise (commercial viability to ensure long-term organisational sustainability) with empathy (a brand that victim-survivors could authentically resonate with and see themselves reflected in, rather than being seen as a “corporate tick-box,” as one victim-survivor shared.)

The National Centre, driven by co-design, amplified victim-survivors’ voices to reveal ”the people behind the statistics”.”Stories to the Forefront” blended strategy, storytelling, and design to showcase lived experiences. Each story, depicted with typographic thumbprints, underscores individuality and the human impact of child sexual abuse. This empathy-embedded approach permeated every aspect of the brand, from the core DNA to the ”Here for Change” call-to-action and event. It manifested in a comprehensive digital research hub, offering real-time mapping of ongoing child sexual abuse (CSA) projects and providing a safe online platform for victim-survivors, policymakers, and communities to access vital information.

Every Royal Commission presents a monumental opportunity for societal change, yet mishandling can result in setbacks lasting decades or even generations. Fortunately, this brand has sparked a transformative movement, empowering victim-survivors and reshaping the national dialogue through initiatives like ”Stories to the Forefront” and the impactful ”Here for Change” event at Old Parliament House. The project has also enhanced education and access to vital research with a live-data active research register and an interactive map of current child sexual abuse projects across Australia. This research visibility helps inform policymaking and guides us towards a more compassionate future.

The National Centre’s website and brand were modernised with empathy to reflect its vision for prioritising victim-survivors in every aspect. Through over 65 hours of co-design and testing, the brand was created to be something different in the landscape, actively engaging the people it serves to drive tangible change. Knowledge and research are cornerstones of the National Centre; Storyfolked created a real-time interactive data map of current CSA research across Australia, empowering users and policymakers to explore ongoing initiatives and access crucial information. Key features include a ”quick exit” button for trauma-informed navigation and universal design principles for accessibility. Dr Leanne Beagley, CEO of the National Centre, commented, “As a result of the work, the National Centre has arrived on the national landscape of this really important work to prevent child sexual abuse and respond better to those who live with the traumatic impact. The groundwork laid, and the brand conveyed is highly aligned with whom this means the most: the victims and survivors. The important long-term value is unmistakable.” Victim-survivors have responded positively, feeling “seen,” “validated,” and “proud to be part of the National Centre’s community.” This feedback underscores the role of design in driving change and advocacy.