Sensibilisation
DEI
#GRANDIRSANSVIOLENCE
CONTEXT
Defense for Children International’s fundamental mission is to protect and promote children’s rights. The organization launched a specific campaign to raise awareness about the harmful consequences of ordinary violence used in child-rearing (VODE) – punitive practices often trivialized or justified as educational methods.
CHALLENGE
The central challenge was to deconstruct the misconception that inflicting suffering on a child could be “for their own good”. The campaign aimed to demonstrate that such violence, even when perceived as minor or normalized, has lasting impacts on children’s psychological and emotional development. The message was targeted at both parents and education professionals.
CREATIVE APPROACH & RESULT
The campaign gave voice to children by showcasing the words they hear and repeat, thus revealing how verbal and physical violence is internalized by them. The initiative invited the public to visit the website grandirsansviolence.be, where parents and educators could discover concrete and positive alternatives to raising children without resorting to violence. The campaign achieved significant success, reaching nearly one million people. It generated 250,000 meaningful views of the video and more than 6,000 visits to the campaign’s mini-site, demonstrating a genuine interest in alternative, non-violent educational methods.