Ideas from strong people for strong parents - There is always an alternative to violence
In Switzerland, approximately 130,000 children are still regularly subjected to psychological and/or physical abuse in the home. Together with Jung von Matt/Limmat, the Swiss Child Protection Foundation is raising public awareness through a trilingual, nationwide campaign.
In 2018, the Swiss Child Protection Foundation launched a three-year awareness-raising campaign to sensitize the public, parents and politicians to the issue of violence in parenting, point out alternative courses of action and encourage a rethink. The first wave of the campaign conveyed ideas and immediate strategies for moms and dads from the children's perspective.
In the second wave of the campaign, the Swiss Child Protection Foundation and Jung von Matt/Limmat are focusing on parents and grandparents. Together, they reflect on their personal experiences with physical and psychological violence in their own childhood and in everyday life with their children and grandchildren. It becomes clear that it is everyday stressful situations when dealing with children that push parents to their limits. And that is precisely why parents and grandparents share their own personal strategies for defusing critical parenting situations in everyday life and getting a grip on themselves before their hand or words slip. Because there is always an alternative to violence. "As a father, the issue of violence in parenting is of course particularly close to my heart and I am delighted to be able to contribute to the social debate with this campaign," says Roman Hirsbrunner, CEO of Jung von Matt/Limmat.
The ideas are conveyed in online spots, banners and out-of-home measures as well as advertisements in specialist media and show that violence in education concerns us all: Violence in education concerns us all. "It's time for a sustainable change in social values on the subject of violence in parenting. Parents, children and society benefit equally from an upbringing that does not use inappropriate psychological or physical punishment as a means of education," says Xenia Schlegel, Head of the Swiss Child Protection Foundation's office. With the campaign "Strong ideas - there is always an alternative to violence", the Swiss Child Protection Foundation encourages parents and guardians to deal honestly and openly with challenges and learned behaviors and to make strong decisions.
Responsible at the Swiss Child Protection Foundation: Xenia Schlegel (Head of Office), Tamara Parham (Head of Communications). Responsible at Jung von Matt/Limmat: Lorenz Clormann (Creative Direction), Ennio Cadau, Linda Solanki (Text), Laura Saner, Adrian Haut (Media Relations/Content Marketing), Vanessa Anderegg (Project Management), Bettina Beyeler, Pepe Kägi (DTP), Fabrizio Rutishauser (Image Editing), Dennis Lück (Chief Creative Officer). Responsible at Jung von Matt/impact: André Heller (Media Strategy). External partnersAdrian Wisard (director), WirzFraelfelPaal Productions (film production), Alessandra Leimer (photography).
