It's a campaign by the Australian Childhood Foundation - www.stopchildabuse.com.au/ - broadly it follows a similar theme to NSPCC's 'Full Stop' and Child Line's 'Don't Hide It'.
However, I think the image and effect of this poster is almost overwhelming. Not least because of the incredibly powerful dehumanisation of the child.
Click on the above blog to see the making of video plus Melbournites reactions. What is really shocking is how few people react - at least someone 'rescued' the child dummy and got a nice surprise.
Plaudits to JWT Australia for their excellent pro bono work here.