UNICEF and Linella join forces to promote the national campaign “The Power of Example”

Chișinău, 16 June 2026 – UNICEF and the Linella are launching a three-month partnership to promote the national violence prevention campaign “The Power of Example”, an initiative launched under the auspices of the Government of the Republic of Moldova, initiated and coordinated by the National Agency for Preventing and Combating Violence against Women and Domestic Violence (ANPCV), in collaboration with UN agencies in Moldova and with the financial support of the Government of the United Kingdom. The campaign aims to change the way behaviours are perceived and passed on in society.

The central creative element of the campaign is the song “Pentru cei care vin” by Satoshi and Dara, which conveys a call for reflection and responsibility. From June to August 2026, the song and the campaign messages will be played in all 205 Linella stores across the country. In this way, thousands of families will have access to messages that invite reflection on how adults’ behaviours, words and attitudes influence children’s development. Through this partnership, UNICEF and Linella aim to bring closer to people the idea that every adult can contribute to a safer, more respectful and more protective environment for children.

Children learn from what they see at home, at school, in the community and online. When violence, disrespect or fear become part of everyday life, these behaviours can be adopted and passed on. Data show that 7 in 10 women have experienced some form of domestic violence, while 3 in 10 children have witnessed such situations.

“Every adult has the power to influence a child’s life. Through this partnership with Linella, the campaign messages will reach thousands of families across the Republic of Moldova, contributing to the creation of a safer and more protective environment for children,” said Maha Damaj, UNICEF Country Representative in Moldova.

Through its involvement in this initiative, Linella demonstrates the private sector’s commitment to children’s well-being and to supporting important social causes for communities across the Republic of Moldova.

“We are pleased to join this campaign and contribute to promoting values that support children’s harmonious growth and development. We believe that every gesture and every positive example matters,” said Igor Călcîi, General Director of Moldretail Group S.R.L., representative of the Linella network.

UNICEF extends its gratitude to Linella for its involvement and openness in supporting the national campaign “The Power of Example”. This partnership demonstrates that the protection and well-being of children are a shared responsibility, and that the private sector can play an important role in changing social norms and promoting an environment where every child grows up in safety, respect and care.

UNICEF invites parents, caregivers, teachers, communities and all members of society to support the campaign’s message and to become, through their own behaviour, positive examples for children.