Launch of “Awladna”

The National Council for Childhood and Motherhood (NCCM) launched this week the first of its kind multimedia campaign on positive parenting “Awladna” (meaning Our Children), in partnership with the United Nations Children’s Fund (UNICEF).

28 May 2018
Launch of “Awladna” National Campaign Promoting Positive Parenting
UNICEF/Egypt 2016/Bee Media

Cairo, 17 December 2016 - The National Council for Childhood and Motherhood (NCCM) launched this week the first of its kind multimedia campaign on positive parenting “Awladna” (meaning Our Children), in partnership with the United Nations Children’s Fund (UNICEF). The campaign is supported by the European Union (EU) in the context of the joint programme titled 'Expanding Access to Education and Protection for at Risk Children”.  ''Awladna” campaign comes as part of a holistic approach to support development of policies on protecting children from violence and to raise public awareness on the issue of positive parenting especially targeting parents, caregivers and parents-to-be. 

Violence against children is a global phenomenon. According to the UNICEF 2014 report “Hidden in Plain Sight: A statistical analysis of violence against children”, 6 out of 10 children between the ages of 2-14 worldwide (almost a billion) are subjected to physical punishment by their caregivers on a regular basis. In Egypt, the Demographic and Health Survey (EDHS) 2014 published by the Ministry of Health had shown that 93% of children of ages 1-14 years old have been subject to some form of violent disciplinary practices by their parents and/or caregivers, which include physical and psychological violence. Only 4% of children are disciplined using an approach that is exclusively violence-free.

“The widespread acceptability of violent discipline in Egypt shows a need for strong public communication on the negative impact of physical and emotional violence on children. Parents and caregivers need to be more aware of alternative disciplinary options that make them more positively involved in their children’s lives,” said Dr. Maissa Shawky, Deputy Minister of Health and Population, and Representative of NCCM. “The National Child Helpline 16000 and the Family Counselling Helpline 16021 will provide parents and caregivers with guidance on positive discipline techniques via trained social workers.”

From his side, said Reinhold Brender Charge' d'Affaires a.i. of the EU Delegation to Egypt: "Indeed, Egyptian children are the country's human capital and investing in them will contribute to a prosperous future for Egypt. The protection and promotion of the rights of the child are a key principle of the European Union. The 'Awladna' campaign reflects the European Union's commitment to the support of Egyptian children. The campaign comes within a broader programme under which the European Union has committed EUR 30 million in grants to support increased access to education and protection of at risk children. We are pleased to work closely with the National Council of Childhood and Motherhood and UNICEF to ensure that Egyptian children grow up in an environment that is conducive to their development and wellbeing."

The multimedia campaign “Awladna” will run for one month, reaching out to millions of parents and caregivers, through TV and Radio Public Service Announcements (PSAs), SMS transmission, and social media posts engaging some celebrities under the slogan #Calm Not Harm, as well as printed press, outdoor advertising, and direct public interaction.

“UNICEF recognizes the dire need for promoting positive discipline at the level of the family, school, and community as part of an integrated national programme to End Violence against Children (EVAC) in Egypt, which is also a global commitment for UNICEF,” said Bruno Maes, UNICEF Representative in Egypt. “This National Campaign is anticipated to reach millions of people thanks to the leadership of NCCM and the support of the EU, the commitment of the civil society and the contributions by the private sector,” he added. 

In addition to the budget allocated through the EU-funded programme to "Awladna" campaign, the campaign has also received in-kind support from various private sector partners. Special thanks from NCCM and campaign partners goes to various private sector companies who contributed to the campaign: Orange, Vodafone, Etisalat, Masrawy, Mansour Foundation (Metro Market and Kheir Zaman), Kazyon, Lulu Market, Oscar Market, Aramex, UBER and J’s Jewellery by Jude Benhalim.



For more information, please contact:

National council for childhood and motherhood
Media focal point:
Mr. Ali AbdelAl

European Union:
Programme Manager:
Ms. Nevine Ahmed,  
Communication coordinator/ Acting Press: Ms. Najlaa AbdelBary,
Twitter: @EUinEgy


Media contacts

Jonathan Crickx
Chief of Communication
Hala Abu Khatwa
Advocacy & Communications Manager


UNICEF promotes the rights and wellbeing of every child, in everything we do. Together with our partners, we work in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere.

For more information about UNICEF and its work for children, visit