Make the invisible visible
Protect my Childhood
"Explain when doing wrong, praise when doing well" is one of the messages of the campaign addressed to parents in order to prevent violence against children. The campaign is also making a call to communities to take action in cases of violence and inform the police, social worker, authorities or other community specialist when witnessing a case of abuse.
Violent practices as a form of disciplining children are widespread in Moldova. More than half of children aged 6-7 years old are subject to physical punishment. Moreover, even children up to 1 year are beaten by their parents. The violence is often caused by public tolerance to this phenomenon, the social norms that encourage beating and lack of positive communication skills of parents with children.
Moldova joined the global initiative along with Romania and adapted the PSA for local audiences inviting four celebrities from both countries – Andreea Marin, Smiley, Gica Hagi and Pavel Stratan – to voice one single message: “Just because you can't see violence against children, it doesn't mean it isn't there. Make the invisible visible. Help us make violence against children disappear. Join Us. Speak out”.
The global #ENDViolence campaign outlines ways for children, parents and communities to take action – such as getting involved, getting informed, organizing events and public discussion forums, supporting child victims of violence and working with global and local UNICEF partners.
The official launch of the PSAs took place in Chisinau on 12 November 2013 with the participation of singer Pavel Stratan, who came to Moldova particularly for this event. The four PSAs will run in Moldova during the period of 12 November - 12 December 2013.
UNICEF states that violence inflicts not only physical wounds but leaves mental scars on children. It affects their physical and mental health, compromises their ability to learn and socialize and undermines their development.
“Violence against children is existent in many countries. Moldova is not an exception,” said UNICEF Representative Nune Mangasaryan. “We are here today to speak out for children who suffer of violence in silence. Let’s make the invisible, visible”, she added.
In October 2013 Moldova ran a national communication campaign for the prevention of violence against children entitled "Protect my childhood".