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Press release

UNICEF calls on football fans to take the protection of children into their own hands

#ProtejaBrasil #EndViolence

NEW YORK/BRASILIA, 16 May 2014 – UNICEF Brazil has launched an app that allows users, with a few taps on their smartphones or tablets, to report cases of abuse, violence or exploitation of children.

Using Proteja Brasil, (Protect Brazil) witnesses as well as victims of violence can report the time, location and circumstances of violent acts to local child welfare authorities. They can do so by telephone or in person.  The report triggers reactions from appropriate law enforcement and child protection authorities.

“Violence, discrimination and exploitation are a grim reality for far too many children in Brazil,” said Gary Stahl, UNICEF Representative in Brazil. “Proteja Brasil gives people the chance to make it personal and take action to help a child in his or her moment of need.”

In addition to being a reporting tool, Proteja Brasil also explains the forms of violence against children, including definitions of child labour, discrimination, and sexual violence. The app can be downloaded from Google Play and the Apple Store and is available in English, Spanish and Portuguese.

UNICEF, the Government of Brazil and other partners teamed up to launch the app as part of the Brazilian National Week Against Sexual Exploitation and Abuse of Children and Adolescents on 18 May – and a broader campaign to promote the well-being of children during 2014 FIFA World Cup.

The app was developed pro bono by a company of young Brazilian digital entrepreneurs called IlhaSoft in partnership with UNICEF, the Human Rights Secretariat of the Presidency of Republic and local NGO, CEDECA-Bahia.

UNICEF and the government are engaged in a print and billboard campaign with outreach to newspapers, bars, taxis, busses and posters in all of the 12 cities where the games will be played.  In addition, there will be widespread dissemination through digital media channels of key partners.

It’s In Your Hands To Protect Our Children campaign

The app is part of UNICEF’s It’s In Your Hands to Protect Our Children campaign which aims to bring awareness to Brazilians and international visitors about violence and discrimination against children in the context of the FIFA World Cup.

The campaign – also part of UNICEF’s global initiative #ENDViolence – will engage a vast network of Champions for Children, including football supporters and clubs, religious communities, corporate partners, airlines and the Brazilian government.

The “It’s In Your Hands To Protect Children” campaign was created by the award-wining creative agency Ogilvy Brasil, working pro bono, and was developed in partnership with the International Centre for Sport Security, an international nonprofit organization that aims to enhance security and safety in the world of sports.

UNICEF is calling on fans to support the campaign by posting their photo on Facebook, Twitter and Instagram using #ProtejaBrasil and #ENDViolence.

Violence against children in Brazil

In 2013, the Brazilian child hotline 100, managed by the Brazilian Federal government, received complaints of 252.470 cases of violence against children and adolescents. That means in 2013, on average, every 60 minutes, 29 cases of violence were registered.

The main types of violence reported were:  negligence (36%), psychological violence (25%), physical violence (21%) and sexual violence (13%).

Often violations of children’s rights are linked to pre-existing social, economic and cultural conditions.  These underlying risks may be aggravated by large concentrations of people in one location thereby increasing children’s exposure to situations of violence, child labor, sexual exploitation, neglect and increased consumption of alcohol and drugs.


Notes to editors

For more information about Proteja Brasil, visit: www.protejabrasil.com.br

#ENDviolence was launched in July 2013 to spur greater attention and action to address the global problem of violence against children, with a public call to ‘make the invisible, visible.’ The initiative builds on growing public consensus that violence against children can no longer be tolerated – and that it can only be stopped by collective action on the part of ordinary citizens, policy-makers and governments alike.  

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 visit: www.unicef.org

To download the multi-media assets, visit: http://uni.cf/pbrasilext

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For further information please contact:

Estela Caparelli, UNICEF Brazil, Tel: + 55 61 30351963 mecaparelli@unicef.org
Pedro Ivo Alcantara,  UNICEF Brazil, Tel: + 55 61 30351929 pialcantara@unicef.org
Madeleine Eisner, UNICEF New York, Tel: + 1 212 326 7120  meisner@unicef.org




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