About Us

Kids Free 2B Kids is a group of Australians concerned about the increasing sexualisation of kids in the media, advertising, and clothing industries. It was founded in February 2007 by Melbourne mother of two, Julie Gale, with support from other parents.

Since Kids Free 2B Kids first received publicity in March 2007, we have been inundated with emails from teachers, health professionals, academics, parents, grandparents, children, authors, journalists, clothing designers, youth workers and many others offering support.

Kids Free 2B Kids is a not-for-profit organization, and is not affiliated with any political or religious groups.

A Message from Kids Free 2B Kids Founder, Julie Gale:

"Children are constantly being bombarded by sexual imagery. Examples are everywhere - billboards, the internet, music video clips, TV, magazines.

In the unregulated children's magazine arena, our kids are constantly being manipulated by messages such as - 'look thin, hot and sexy, buy lots, then you'll be popular and happy'.

In Australia, the tween (8-12 yrs) market is worth around ten billion dollars per year. The driving force behind the tween market is not the welfare of our children. It is a market that exploits and manipulates kids so companies can make more money.

We parents play a key role in what we allow our children to see, watch and wear. However, our parenting is being undermined by the powerful forces of advertisers and marketers, who have multi million dollar budgets and use sophisticated psychological techniques.

  • It is time for parents - in fact, all adults - to take the initiative and decide what sorts of images we want our children to see.
  • It is time for corporations to be held accountable for the psychological and emotional harm that comes from sexualised advertising and marketing.
  • It is time corporations listened to the child development professionals who work with children and see the impacts.

Take action. Speak out. You are not powerless to make change!

KF2BK is supported in this campaign by The Australian Council on Children and the Media.


Julie Gale is also a comedy writer and performer and has performed her one woman shows at the Melbourne International Comedy Festival.

Julie has been raising public, corporate and political awareness about the sexualisation of children since February 2007.

She has generated great media interest about the issue and has appeared on television, radio and in newspaper articles throughout Australia and internationally.

Julies work instigated changes to the children's advertising codes and she also helped to instigate the 2008 senate inquiry into the sexualisation of children in the contemporary media environment.

Julie received a 2009 National Leadership Achievement Award from the Centre for Leadership for Women, and is named in the 2011 Australian Who's Who of Women.

Julie has been invited to talk about the impacts of sexualisation to the Australian Federal Police, The Victorian Law Institute, Universities, School communities  and Health Conferences across Australia  and she was a keynote speaker with Dr Jean Kilbourne at the World Summit on Media for Children and Youth in karlstad, Sweden.   ______________________________________________________________________________________      

I have rarely seen a presentation so lively and entertaining yet so informative and insightful at the same time. I thought I was way beyond being shocked by anything after my 30 years of research on media images - but many of your images shocked me.  It seems the situation in Australia might be even more dire than it is here in the U.S. Your work is so important - I hope you get all the support and encouragement you need and deserve.   

Dr Jean Kilbourne EdD, Author of So Sexy So Soon: The New Sexualised Childhood and What Parents Can Do To Protect Their Kids.  


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