Under the auspices of the National Council for Childhood and Motherhood (NCCM) the third phase of the National Campaign “Awladna” to protect children from violence was launched in partnership with the Ministry of Education and Technical Education in cooperation with UNICEF, and with funding from the European Union (EU).
The multimedia campaign aims to raise the awareness amongst parents and caregivers about positive discipline, with a focus on the adolescence stage addressing misconception of using violence, corporal and verbal punishment as a disciplinary tool for children.
“Children are the future of nations. The European Union is keen to support constructive national efforts to end violence against children worldwide. In Egypt, we are very proud of our support to strengthening mechanisms and efforts to end violence against children through all endeavors such as this national campaign that addresses some of the root causes of violence and promote a positive and more gender balanced interactions between the children and their care givers,” said Ambassador Ivan Surkoš, Head of the European Union Delegation to Egypt.
The campaign kicks off and runs for six weeks on broadcast channels, with three Public Service Announcements that include a call to action voiced by UNICEF Ambassador Actress Mona Zaki. Messages and practical tips to support parents and caregivers on guiding and protecting their adolescent children, will be disseminated through digital platforms in a social media campaign, as well as publications which will be disseminated in on-ground activations including youth centers, megastore Carrefour branches and Al Ahly Club, among other private sector partners who support the cause of the campaign.