Children Are Not Tourist Attractions is a global advocacy campaign led by Friends-International, in partnership with UNICEF Cambodia, aimed at ending orphanage tourism and shifting public behaviour toward more ethical forms of support.
The campaign addressed a deeply entrenched issue, where well-intentioned tourists visiting orphanages were inadvertently contributing to harmful practices affecting vulnerable children.
As Digital Lead, I directed the online campaign strategy and delivery, focusing on reframing the narrative and guiding audiences toward alternative, community-based forms of engagement and support.
The approach centred on behaviour change—educating audiences on the unintended consequences of orphanage tourism, while promoting sustainable alternatives such as vocational training and family-based care initiatives.
Key Contributions
- Led digital campaign strategy and execution across global channels
- Developed messaging frameworks to shift perception and influence behaviour
- Delivered integrated social media campaigns to maximise reach and engagement
- Coordinated with international partners to amplify campaign visibility
Impact
- Achieved widespread international media coverage, including The Guardian, BBC, and PBS
- Reached global audiences and elevated awareness of the harms of orphanage tourism
- Contributed to shifting public discourse toward ethical tourism and child protection
- Strengthened advocacy efforts supporting long-term policy and behavioural change
