Governments around the world are putting pressure on Apple to take action. Last year, eSafety Commissioner in Australia issued a report criticizing Apple and Microsoft for failing to do more to proactively police their services for abusive material.

In the United States, Apple made 160 reports in 2021 to the National Center for Missing and Exploited Children, a federally designated clearinghouse for abusive material. Google made 875,783 reports, while Facebook made 22 million. These reports do not always reflect truly abusive material; some parents have had their Google accounts suspended and have been reported to the police for images of their children that were not criminal in nature.

The Heat Initiative timed its campaign ahead of Apple’s annual iPhone unveiling, which is scheduled for Sept. 12. The campaign is being led by Sarah Gardner, who was previously the vice president for external affairs at Thorn, a nonprofit founded by Ashton Kutcher and Demi Moore to combat child sexual abuse online. Ms. Gardner raised money from a number of child safety supporters, including the Children’s Investment Fund Foundation and the Oak Foundation.

The group has built a website that documents law enforcement cases where iCloud has been named. The list will include child pornography charges brought against a 55-year-old in New York who had more than 200 images stored in iCloud.

Ms. Gardner said the Heat Initiative planned to target advertising throughout the fall in areas where Apple customers and employees would encounter it. “The goal is to continue to run the tactics until Apple changes its policy,” Ms. Gardner said.

Kashmir Hill contributed reporting.