Its time to Talk Against Violence recognize as a step to prevention

Summary

UNICEF Ukraine and UNFPA Ukraine launched Talk Against Violence educative multimedia campaign in order to teach people to identify invisible domestic violence and react on cases of such violence in their families accordingly. 65% adults in Ukraine believe that they are well aware of domestic violence. However, every second person believes that smacking children is not violence at certain circumstances. Moreover, 1 million of women become victims of physical or sexual aggression in their families every year. Only the tenth victim reached to police on this matter. Every year, from 1 to 3 million of children in Ukraine become witnesses or victims of domestic violence, incl. psychological. Social experiment was conducted to show the nature of psychological violence and why it is so destructive. We asked actors to play the aggressors and to say words that could offend, abuse and hurt. Then we invite ordinary people and track how their brain reacted on psychological violence and to compare how people manifest their reactions to psychological violence and what they feel in reality. The experiment has proven that psychological violence destroys us from the inside, no matter how hard we try to hide this. Campaign includes: 6 documentary episodes aired on TV news, integration to the most popular Ukrainian YouTube Channel featuring Ukrainian top celebrities talked about violence, online-platform with tips and advice on prevention, test on violence recognition, helpline and cooperation with top milk manufacturer on placing messages against violence on its pack.

Background/Objectives

65% adults in Ukraine believe that they are well aware of domestic violence. However, every second person believes that smacking children is not violence at certain circumstances and physical punishment of children is acceptable and has nothing to do with violence. Every year, 1 million women are among victims of physical or sexual aggression of their families. And only the tenth victim reached to police on this matter. Every year, from 1 to 3 million of children in Ukraine become witnesses or victims of domestic violence, incl. psychological.

Results/Lessons Learned

3 600 000 Ukrainians have talked about domestic violence with their families and friends. 12 500 000 - campaign earned reach 7 500 000 - reach with the TV documentary series 2 000 000 views of the neurobiological experiment video +540 000 people can recognize psychological violence. People who saw the elements of the 'Talk Against Violence' campaign better track cases of psychological violence: +7 p.p. 62% vs 55% of those not reached via campaign label verbal abuse of a child as violence. + 8 p.p. see a threat to commit suicide as partner violence (70% vs 62% non-viewers) * About 1 mln milk bottles with tips on pack have been sold during 3 months campaign vs 500k planned before the start pf the campaign without any additional advertisement activities. *Awareness and attitudes towards domestic violence in Ukrainian society, wave II - January 2019, InMind for UNICEF Ukraine

Discussion/Implications For The Field

We decided not to fight but to talk against violence. Help people to recognize violence and motivate them to have a talk with their families and thus not to leave a room for violence in their relation in future. Suggest to partners constructive answers, advice for parents how to raise kids without violence.

Abstract submitted by:

Tetiana Kazanzhy - UNICEF