Taxi drivers, pub managers and hotel owners are being encouraged to keep an eye out for paedophiles abusing children.
The campaign targets people working in certain jobs who are likely to spot children in inappropriate situations with adults.
Leaflets and log books are also being sent to businesses in Leicestershire and Rutland such as cafes, B&Bs and late night takeaways as part of the campaign so staff can record and report any suspicious behaviour.
Police are also visiting hotels and B&Bs to talk to reception and bar staff and help them recognise potential signs of a child at risk.
As well as asking staff to be on the look-out, the new leaflet, which has been created by the Leicestershire and Rutland Local Safeguarding Children Board, reminds licensed premises they have legal responsibilities to protect children from harm.
David Jones, chairman of the board, said: "We all have a responsibility to do what we can to prevent the sexual exploitation of children.
"Hotel and bar staff can play a crucial role in keeping young people safe.
"Helping them to be aware of the possible signs and how to raise any concerns they have is an excellent initiative and a vital aspect of this important campaign."
The campaign is backed by Leicestershire Police, Leicestershire County Council, Leicester City Council, Rutland County Council, the NHS and district and borough councils.
The campaign has also involved a Twitter campaign to make young people, parents and professionals aware of the signs of child sexual exploitation, and where to report concerns.
Child sexual exploitation refers to any situation where children are being manipulated or forced into taking part in any kind of sex act.
Hidden signs families and friends of children can look out for include sudden changes in mood, physical appearance and eating habits, the appearance of unexplained gifts, secretive mobile phone use and children regularly missing school.
According to the board, those statistically most at risk of sexual exploitation include children with violent, criminal or mentally ill parents, youngsters with learning disabilities, the recently bereaved, children with few friends and young people unsure about their sexual orientation.
Children in care or living in hostels are also more likely to be sexually exploited.
Paul Burnett, an independent member of the board, said: "Last year, we launched our campaign to start a conversation about child sexual exploitation.
"Initial results suggest more people are now able to spot the tell-tale signs.
"This part of the drive focuses on creating awareness amongst licensed business owners and staff and we've designed tailored materials which they can use as part of their everyday business."
For more information visit www.lrsb.org.uk/cse
