unicef_caseUNICEF Finland
Corporal punishment is both harmful to children and illegal. A recent campaign by Unicef set out to raise parent awareness of the realities of using harsh discipline with their children.
The Brief
UNICEF Finland wanted to raise awareness and encourage discussion on corporal punishment by highlighting that it’s both illegal and harmful to a child’s development. The campaign was directed especially to parents with small children who still use corporal punishment and believe it’s an effective way to discipline their children. UNICEF Finland also wanted to encourage parents to share alternative examples of how they have solved challenging situations with their children.
What did we do?
Working closely with UNICEF, Luxus created a campaign site that drew attention to the distress caused by corporal punishment. The site introduced relevant information on the issues surrounding the practice, how parents could seek more information and help, and also how they could get involved on discussion boards at Vauva.fi.
The site included three short videos created by UNICEF, where two adults play out different scenarios ending in violent act. The slogan “Aikuisten välillä väkivaltaa. Lasten kanssa kasvatusta?” loosely translates to “Violence among adults. An acceptable way to raise children?” And it’s clear to see that the videos dramatically question the damaging use of corporal punishment with parents raising children.
Luxus also created three different outdoor ads with strong copy and a distinctive graphic element to draw attention to the microsite and wider campaign. The same treatment was also applied to a range of online banners and the end frames of the online videos.
The results
The average time spent on the campaign site was almost double that of the time spent on the entire UNICEF site. Parents and those exposed to the campaign rated the site 3.7 out of 4 (on average). And many discussions about parenting and punishment took place in different forums, newspapers, radio and TV. The three most popular forums had 20 000 readings and about 450 comments were written.There were over 900 outdoor ads for 4 weeks in 43 cities and in total this was 60 million contacts.
