The end goal was to address the often misunderstood definition of child abuse, and show people that Child Abuse is Not Just a Bruise. Initially, they began simply with the aim of raising awareness in their own community as to what exactly counted as child abuse. They felt children especially needed to know more about what counts as wrong, and their school environment was the perfect place to reach young people.
As the project developed, their aim changed to focus more on the specific steps to take if you suspect a child is being abused or are in an abusive situation yourself. They felt this had never been properly covered in school. They hoped to make people more vigilant about cases of child abuse, to show them that it can happen to anybody. They chose the topic of child abuse because, for too long, it has been a hushed-up subject, never receiving the attention it needs. Recently, the child abuse scandals in the Catholic Church have been released, and they felt that this was the perfect time to address the issue. Many people have the stereotypical view of child abuse as being physical, but emotional neglect is often just as terrible. The group wanted to educate people on all the different aspects of child abuse.