A GROUNDBREAKING campaign to protect children from the “hidden problem” of sexual exploitation is being launched by police today.

It’s Not Okay is seeking to increase the public’s understanding of child sexual exploitation (CSE) and its warning signs.

Greater Manchester Police (GMP), all 10 local authorities in the region and the voluntary sector have contributed to the campaign.

Police and crime commissioner Tony Lloyd described CSE as a “scourge of our communities”.

The campaign launch comes weeks after a report by Professor Alexis Jay was published, outlining how 1,400 children in Rotherham were abused between 1997 and 2013.

Mr Lloyd said: “Child sexual exploitation is a scourge on our communities and we all have a responsibility to protect our children and young people.

“Despite the recent media coverage around this issue it is still a hidden problem and it’s common sense for all agencies to work together with communities to eradicate it.

“By raising awareness and educating people about the warning signs of child sex exploitation we can encourage people to speak out and all play a part in keeping our children safe.”

A new website — www.itsnotokay.co.uk — launches today to inform young people, parents and carers, and professionals, how to spot child sex exploitation and what to do about it.

This will be supported by a range of other information materials and a communications campaign which will run throughout Greater Manchester.

Mike Livingstone, chair of Manchester Safeguarding Partnership, said: "This is a massively important issue and we shouldn't be afraid to talk about it. Child sexual exploitation is child abuse and it ruins lives.”

Under Project Phoenix, there are now teams in place dealing with child sexual exploitation in each of the 10 districts of Greater Manchester.

South Yorkshire’s police and crime commissioner Shaun Wright, Rotherham Council’s director of children’s services at the time of the scandal, finally heeded repeated calls to resign this week.

People can report CSE by calling 101 or Crimestoppers on 0800 555 111.