Although the ads apparently started in or about mid-2020, I myself only first noticed them in late 2023, when I saw an ad for the chat service on a bus stop while out of town. The ad was similar to the one pictured here, but I don’t think it was the exact same. Photo credit goes to Fredrik Refvem for Stavanger Aftenblad.
Translation of the bus stop ad pictured
The upper right of the ad is the logo of the government agency responsible for the service, the Norwegian Directorate for Health (Helsedirektoratet); the quote next to the person’s face reads, “It feels right, but it should feel wrong.” — and the text near the bottom of the poster reads, “Get help managing your sexual thoughts about children. There are adults with sexual thoughts about children. If they get help, we can prevent abuse. You can find information and a manned chat service on detfinneshjelp.no; treatment will be offered to those who desire it. DETFINNESHJELP.NO”
The website’s name, “Det Finnes Hjelp”, is a bit difficult to translate, but is somewhere between “help is available”, “help is possible”, “help exists” or just “there is help”. And I’m pretty sure I said out loud when I first saw this ad, “Whaddafuckiziss?! lmao” — because up to that point the only other time I’d seen those sorts of big ads claiming to be able to “help you deal with sexual thoughts about children” were like giant highwayside billboards in the middle of the Evangelical boondocks of Seppoland, right next to the ads about fetal heartbeats.
Norway’s public broadcaster NRK reported in 2020 that one month after the “Det Finnes Hjelp” campaign began, that it had led 20 pedophiles to seek treatment. Assuming that this has stayed constant since then — which it almost certainly hasn’t — then we can estimate that around 750 pedophiles would’ve sought treatment thanks to this campaign by now. Which is no small number, but is still of course only a small fraction of the actual estimated total number of pedophiles in Norway, which is “around 110,000” according to the ad campaign itself.
Nevertheless, although the efficacy of this program seems dubious, it has only continued to grow more and more prominent since I first became aware of it. I’ve seen untargeted ads for Det Finnes Hjelp on YouTube regularly (yes, yes, I know, I should use an adblocker) since last year, and these ads have taken two forms:
The first series of YouTube ads looked something like this: a series of dark and somber-looking shots zooming in on people whose faces have been replaced with a broken glass effect. The only audio is ambience and each glass-faced character’s line. There’s text in the upper right saying that the characters are only actors. It’s all a bit creepy and uncomfortable.
Translated transcript and description of that specific ad
Man 1: Is it so dangerous to just watch a film?
Man 2: I haven’t done anything… yet.
Woman: It feels right, but…
Man 3: I always hope that he won’t sit on my lap.
Man 4: Why can’t I be like everyone else?
Text on screen: Get help dealing with your sexual thoughts about children. DETFINNESHJELP.NO — the Norwegian Directorate for Health
Video description: We do not know if this video is relevant for you. If you have seen this video as an ad, then this is because you are 18~35 years old and probably a man. Aside from that, we don’t know anything about who you are and have not used any data about you to show this video. There are approximately 110,000 people in Norway who have sexual thoughts about children; we do not know who they are and are therefore showing this video to as many people as possible, such that those for whom it is relevant can choose to visit detfinneshjelp.no and ask for help. There are adults who have sexual thoughts about children. If they get help, we can prevent abuse.
The second series of YouTube ads looks something like this: a view of a chatbox on a screen, again the lighting is a bit dim and creepy, and you hear a man panting as he types on a keyboard. This video doesn’t have a description.
Translated transcript
[text in chatbox]
I have sexual thoughts about ch [backspace to “thoughts”]
I have sexual thoughts I don’t want to have [backspace to beginning]
Sometimes [backspace to beginning]
I have sexual thoughts about [typing slowly→] children
[automated reply] Thank you for contacting us; you’ve come to the right place! You can be anonymous here
[TL note: “thank you for contacting us” is phrased in a way that to me reads more as “contacting us was a good thing for you to do for our sake”, or more plainly and literally just, “so nice of you to contact us”]
[end message] Talk to practitioners who want to help you. DETFINNESHJELP.NO
There’s also an ad from the start of the campaign in 2020 that I found in NRK’s article about the campaign, but which I never saw myself. It reportedly aired during prime time on TV in mid-to-late 2020.
You may need a VPN to see the video, but I will provide a translated transcript.
Transcript
[Two men are talking to one another near what appear to be apartments. The one man is holding a bike and the other is wearing a jacket.]
Man 1: And you? You’re good?
Man 2: Yeah, it’s… yeah.
Man 1: You went grocery shopping in the weekend, huh?
Man 2: Yeah, yeah, you gotta, you gotta have dinner.
Man 1: Yeah.
Man 2: But, yeah, how are you doing?
Man 1: Yeah, it’s… I’m sexually attracted to children.
[Man 2 laughs]
Man 2: Yeah, uh…
[uncomfortably long pause]
Man 2: S— you’re telling me—
Man 1: Yeah…
Man 2: …Like what are you even saying right now?
[Man 1 clicks tongue, sighs in a manner that suggests he was about to say something but decided not to]
Text on screen: The things you can’t talk about, you can talk to us about. DETFINNESHJELP.NO for persons with a sexual interest in children.
So yeah, I dunno. Like it’s a bit of a bummer whenever I get these ads, and I can’t shake the feeling that there’s something “disingenuous” about them when the government responsible for them doesn’t really stand to gain anything from actually “defeating” pedophilia… Yet at the same time it is obviously very important to combat child abuse in whatever ways we can, so maybe I shouldn’t be so cynical about it, right? Yet it is very difficult to actually concretely measure the efficacy of this sort of program, which makes it the perfect thing to do to “look busy” and rouse National Spirit at the same time.
Do any of you have similar campaigns in your own countries? How do you feel about them?
I haven’t seen any campaigns like this, but a while back I ended up chatting with someone who researches pedophilia and they talked about how it’s borderline impossible to get grant money to study how to effectively work with pedophiles to stop them from offending. And on the one hand, I get it—there’s understandable revulsion at the idea of helping someone with such abhorrent thoughts. But that’s just it—we should try to reach people while they’re still thoughts and not actions. If our number one priority is actually protecting children, then we can’t let our feelings get in the way of something that might keep children out of harm’s way. Whether this particular campaign is the best way to accomplish this goal, I can’t say, but it seems like a noble effort. I imagine the largest barrier to people reaching out for help is fear of retribution, and it seems like it’d be pretty difficult to allay those fears.
I think drastic rethinking of the family structure (so that children aren’t captives of abusive family members), careful staffing and operation of childcare institutions, and comprehensive sexual education could go a long way to avoid children being trapped in abusive situations and helping them notice warning signs so that they can get help, ideally before any abuse takes place. Crucially, it’s important that they both know that they should get help and that they feel comfortable doing so, ideally before something really bad happens. But ultimately, we can’t expect children to be able to protect themselves, and barring a Minority Report/Psycho-Pass situation where we can detect thoughtcrimes, it’s necessary to work the other side of the equation and find a way that both potential and past offenders willingly seek treatment (since unless we’re executing or permanently imprisoning the latter for any and all offenses, they will eventually be back in society).
As a side note: there’s actually a subtype of OCD where people are obsessed with thinking they might be a pedophile, although they’re not pedophiles any more than someone with obsessive thoughts of swerving into oncoming traffic is suicidal. Figuring out a way for non-offending pedophiles to seek treatment without fear of stigma or reprisal would also help pOCD sufferers.
…completely unrelated to the content of the post, but I was intrigued by this:
Does Norwegian have a benefactive marker similar to Japanese くれる/くださる?
Pedophilia is unique in ways, but I think it can still be useful to draw comparisons (not equivalence!) to other potentially-harmful conditions and see how societies have been able to handle or treat them.
What first comes to mind for me is ‘hard’ drug addiction, like heroin and methamphetimines. We can look at societies who have just rejected people with these addictions and usage, opting for alienation and imprisonment. Tempting to do, since severe addictions can (emphasizing: can) cause antisocial activity like indiscriminate theft and violence, and most people don’t have the experience and/or skills to treat addiction adequately nor is there often a surrounding environment that enables recovery. Obviously, this hasn’t worked and (99/100) neither prisons nor homelessness are constructive environments for addiction recovery. I think there’s a similar situation with pedophilia, especially since it’s completely normal to conflate pedophilia (a mental condition) with child abuse (actions). If we alienate pedophiles completely (and that doesn’t mean don’t take precautions, nor does it mean tolerating the abuse advocacy losers online) then where will they turn to?
This Norwegian approach we’re seeing, with public government acknowledgement and running programs, seems like a step in the same direction of countries trying to treat rather than prosecute hard drug addiction (e.g. Portugal). Obviously I can’t speak to this program’s efficacy but I respect the approach and how public it is, even if it’s confronting to everyone.
As for pedophilia itself, I wonder which lessons can be drawn from other antisocial fetishism, say sadism. If there wasn’t a BDSM community able to educate and connect sadists to consenting partners, it’d seem like only personal ethics/morals and legal consequences would be preventing domestic or sexual violence. But since there is a constructive community, many sadists are able to avoid abuse of others and avoid complete repression, which I’d assume is a win-win, and therefore that the increasing awareness of and stigmatization of the BDSM community is a social benefit. Now, clearly, you can’t just copy-paste this to pedophilia fetishism for obvious reasons, but I suspect coping mechanisms like adult age-play or something might provide a valid outlet if other psychological treatment isn’t effective. Obviously this is all me guessing and exploring ideas, I am not a psychologist nor have read much research, I don’t know if (for example) it would instead reinforce their fetishism, but it’s something worth researching. (I’m not involved in any of these communities so lmk if I’ve used incorrect or insensitive terms). And yeah, I’d still think age-play and similar are creepy as all hell but at the end of the day it boils down to being my personal feelings about other people’s private lives, and we’ve all seen how the feels-governance approach works out given conservatives’ attacks on groups they find icky.
Not just family but gender as well needs to be revolutionized to put an end to child sexual abuse. I recently shared A. Mark Liddle’s 1993 article “Gender, Desire and Child Sexual Abuse: Accounting for the Male Majority”, which might be of interest to you. I have also pointed out on a previous occasion that our mode of production pretty much necessarily views children as objects to exploit — see pushes to abolish child labor laws, which I must mention is also an aim to some extent of Norway’s far-right Progress Party, who came second place in the recent election. So I have for a while now seen pedophilia as being at least to some extent a sort of sexual manifestation of this capitalist attitude towards children: objects to exploit for work, objects to exploit for sex, right? So this is why I say “pedophilia is a system”.
No, the original phrasing is just "så fint at du tar kontakt!"
A lot of how we view children often feels to me like… the patriarchy still grants men a lot of power over women, despite progress made to end the legal and social view of women as literally chattel property, but the arguments that we understand now were ridiculous and wrong for viewing and treating women as property, are still being used to justify considering teenagers and children to be property. So yeah, we need to eliminate gender power dynamics as well as restructure how families work and the legal status of children and their available options for addressing abuse.