Rio De Janeiro, April 17 (IANS): Brazil has launched a campaign against the sexual exploitation of minors as it readies to host millions of visitors for the 2014 World Cup of soccer.

The campaign, whose slogan is "Don't Look Away," aims to increase awareness about the crime and encourage people to report it, Xinhua reports.

As part of the campaign, the government is promoting its sex-crime hotline, Disk-100, which people can call to denounce child abuse.

Soccer player Kaka and former player Juninho Pernambucano, who have both played for Brazil, participate in the campaign.

"Brazil will receive many tourists and we have a reputation for being a country of impunity," said Pernambucano, who played for Brazil in the 2006 World Cup.

"I am a father of three girls and I came from the northeast, where exploitation is much more pervasive than in other regions. The campaign aims to save our country's children and teenagers from difficult situations," he added.