In today’s society children are exposed to sex and sexual images through media, television and music. With the internet children have access to almost anything and sex is everywhere. Whether they intentionally seek information out of curiosity or are targeted through pop up advertisements, children are becoming the victims of an increasingly sexualized culture and the loss of their childhood. Physically they seem to develop earlier and begin to express a premature sexual identity through dress, make up, body language and behaviours. Children are bombarded with sexual concepts that directly affect psychosocial development, which includes self-identity, self-concept, self-esteem and belonging. Sexualization can negatively alter a child’s perception of gender roles, gender-typing and stereotypes. The challenge of preserving childhood and combating the unnatural sexualization of our youth is in desperate need of leaders willing to do the impossible and take a stand against the intimidating media industry.