Created by Cucumber Propaganda, responsible for communication of Instituto Liberta, the campaign proposes a shock of conscience in the population. Entitled NUMBERS, the campaign has presenter Xuxa Meneghel as one of the ambassadors of the cause and announcer of the film. The action has the support and partnership of the largest media market players in Brazil for wide coverage in the national media. The proposal is to show data related to the problem of sexual exploitation of children and adolescents in the country, in order to break the naturalization and acceptance of the subject, generating engagement and immediate action, as well as increasing the number of complaints over the telephone, through the channel “Dial 100”. The NUMBERS campaign was extensively discussed with various government agencies and civil society organizations. In the end, Instituto Liberta, Childhood Brasil, Fundação Abrinq and the Ministry of Justice (through the National Secretariat for the Promotion of the Rights of Children and Adolescents) signed the campaign.