UNICEF teams up with electronic music group Moderat to inspire action against domestic violence
NEW YORK, 8 October 2013 - UNICEF today released a unique new video in support of the #ENDviolence initiative, designed to inspire children to take action against domestic violence in their own lives and communities. The video features the evocative single ‘Gita’ from Moderat’s new second record, II, on the Monkeytown/Mute label.
The release is part of UNICEF’s ground breaking #ENDviolence initiative, a global movement to raise awareness and spark local action to combat violence against children by making ‘the invisible, visible.’
While families have the greatest role in protecting children and providing for their physical and emotional safety, global estimates show that each year, up to 275 million children witness episodes of violent behaviour between their parents.
Additionally, violence against children by parents and other family members can include serious physical, sexual and psychological violence. These forms of domestic violence can damage a child's well-being – especially coming from a respected adult such as a parent.
The video puts the spotlight on breaking the cycle of abuse, telling a story of domestic violence through the eyes of a child experiencing it in his own home. With the help of caring adults, the boy finds the courage to speak out, and in doing so, puts an end to the violence and helps his family to heal.
With a large global following, Moderat’s previous videos have reached up to 2.6 million views on YouTube alone. The group was inspired to contribute its music to promote UNICEF’s #ENDviolence initiative.
"When UNICEF asked us if they could use ‘Gita’ for a video for their #ENDviolence initiative, we agreed immediately.” said Gernot, Sebastian and Sascha, aka Moderat. “Working together with UNICEF means being part of something for the greater good. We are very happy to be involved and hope that we can help to make a change.”
Produced in partnership with UNICEF Paraguay and directed by Juan Carlos Maneglia and Tana Schembori, two internationally recognized and award-winning Paraguayan filmmakers, the video was filmed in Asuncion, Paraguay, using local actors, including an 8-year old who portrays the young hero.
The music video will be promoted on UNICEF YouTube and on UNICEF’s #ENDviolence microsite, as well as across a range of social media, including but not limited to UNICEF’s global Twitter and Facebook accounts, with a direct reach of over 5 million fans/followers.
Be inspired to #ENDviolence - check out ‘Gita’ from Moderat’s latest album ‘II’ and take action! http://uni.cf/endviolence
About the #ENDViolence initiative
UNICEF launched the initiative on 31 July 2013 to urge collective action to end violence against children, highlighting the fact that violence is everywhere, but often happens out of sight or is tolerated due to social and cultural norms. Under the banner ‘Make the invisible, visible’, the initiative aims to raise awareness as a first step toward modifying attitudes, behaviours and policies. The initiative also supports efforts to build evidence of what works, and reinforces the idea that violence can be prevented by highlighting successful efforts and movements at all levels of society. For more information visit: http://www.unicef.org/endviolence/
UNICEF works in 190 countries and territories to help children survive and thrive, from early childhood through adolescence. The world’s largest provider of vaccines for developing countries, UNICEF supports child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS. UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments.
For more information about UNICEF and its work visit: www.unicef.org
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Tel: + 1 212 326 7452