"Children's worlds in danger": Neu and Child Protection Switzerland set an example against psychological violence
Violence in child-rearing remains a widespread problem in Switzerland: According to a recent study by the University of Fribourg commissioned by Child Protection Switzerland, one in five children regularly experiences psychological abuse, and one in three children witnesses psychological abuse between their parents.
The current campaign by Child Protection Switzerland and the Neu agency aims to counteract these figures and raise awareness of the issue. At the heart of the campaign is an impressive stop-motion film that uses the example of a doll's house to show how psychological violence can destroy a child's world. Off-screen statements from parents can be heard that get under the skin. The effects of this manifest themselves as real destruction of the various rooms of the doll's house, which here stands for the "world of children".
How do you recognize psychological violence? In contrast to physical violence, it leaves no visible traces. Precisely because it is often overlooked, it can have long-term and far-reaching consequences - from depression and attachment disorders to learning difficulties and aggressive behavior.
To raise awareness among parents in Switzerland and help them to recognize and avoid psychological violence in everyday life, the campaign presents various everyday statements made by parents and asks: "Is this psychological violence?". This question runs through the digital advertising spaces (DOOH), banners and social media assets and encourages people to reflect on their own behavior and make more conscious decisions.
To support parents, Child Protection Switzerland also offers practical information on the website, materials and courses. Offers such as the "Strong Parents - Strong Children" courses or the cuddly toy Emmo (who also has a small role in the film) help parents to implement non-violent parenting methods and build strong bonds with their children.
The campaign makes it clear that psychological violence leaves scars that can often last a lifetime. Child Protection Switzerland is committed to preventing such wounds from developing in the first place. With commitment, education and practical offers of help, the organization wants to accompany parents on their way to a violence-free upbringing - for the sake of the children.
The campaign is already attracting a great deal of media attention; Blick, NZZ and SRF Tagesschau, among others, have already reported on it.
Responsible at Child Protection Switzerland: Tamara Parham, Matea Petrovic. Responsible at Neu Creative Agency: Adrian Staehelin, Adriana Stepanov, Andrea Braschler, Elif Soysal, Fadi Nemr, Nico Ammann, Nicole Vizcardo, Sandy Pfuhl, Simon Rehsche. Production: ROSAS & CO FILMS AG, Producer: Nadia Rosasco, Director: Wolfberg
