UNICEF launches the campaign “Even a Little Violence Is Too Much”

ZAGREB, 25 May 2026 – With the aim of raising public awareness and advocating for more accessible support for parents, UNICEF has launched a campaign “Even a Little Violence Is Too Much – Learning About Parenting”, focused on positive parenting and raising children without violent practices. UNICEF research shows that the majority of parents in Croatia believe that non-violent parenting methods are better for children’s development, yet at the same time one in two children has experienced some form of physical punishment in the past year, while around 60 per cent of children have experienced psychological punishment.

The research also shows that many parents feel stress, exhaustion, and uncertainty in challenging moments and that they lack support and practical advice. Through this campaign, UNICEF wants to open a conversation about parenting without judgment and send the message that there are no perfect parents and that seeking support is a sign of responsibility, not weakness.

“Parenting is one of the most beautiful, but also one of the most demanding roles in life. Many parents try every day to balance work and caring for their family and to be present and supportive towards their children, while also being faced with new challenges brought by modern times. That is why, through this campaign, we want to send a clear message to parents that they do not have to be perfect and that they are not alone. A society that wants children to grow up safely and reach their full potential should create an environment in which parents have access to support and where there is understanding from those around them that it is perfectly acceptable to seek advice. Empowering parents is one of the most important investments in the well-being of children and in the future of society,” said Luisa Brumana, Representative of the UNICEF Office for Croatia.

UNICEF warns that physical and psychological punishment of children, even when it is not frequent or is considered “milder”, can negatively affect a child’s self-confidence, sense of security, emotional well-being, and mental health. 

Through the campaign “Even a Little Violence Is Too Much – Learning About Parenting”, UNICEF will publish educational content, expert video advice, and information on available professional support for parents through UNICEF’s online Parenting hub, in order to help them cope more easily with the everyday challenges of parenting and make greater use of positive parenting methods. The focus is on everyday situations that parents often recognize as challenging, such as setting boundaries, emotional regulation, understanding children’s behaviour, and coping with stress in family life.

This campaign is a continuation of UNICEF’s long-standing work on supporting parenting and preventing violence against children in Croatia, including the campaign “The First Three Years Are the Most Important”, the development of the “Growing Up Together” parenting workshops, as well as numerous educational resources and tools for parents and caregivers. As part of the new activities, additional investments are also planned in the development of support programmes for parents of adolescents.